The Influence of Brand Experience on Brand Attitude, Brand Attachment, Brand Satisfaction and Brand Loyalty of Garnier Product Customers: Study of FEB Undana Students

Abstract

The purpose of this study was to find out how brand experience affects brand attitude, brand attachment, brand satisfaction, and brand loyalty. The study involved 82 consumers, Garnier as the subject of the study. The study sample consisted of consumers of Garnier products selected using the Slovin technique. The validity and reliability of the data have been tested. Data analysis is carried out by combining quantitative and descriptive methods. Quantitative data were analyzed using structural equation models (SEM) with Smart PLS software. The results showed that brand experience in Garnier cosmetic products has a direct effect on the formation of brand attitude, brand attachment, brand satisfaction, and brand loyalty. A consumer's experience with a brand can shape a positive attitude and increase attachment. This attachment then increases satisfaction, which ultimately drives brand loyalty. The study contributes to the brand literature and provides insights for researchers and marketers on how to improve brands. The respondents of this study were FEB 
students class of 2020.