Building Economic Brand Value through Brand Experience and Engagement: The Mediating Role of Brand Trust on Loyalty among NPURE Consumers

Authors

  • Sri Sulistiya Wati Universitas Negeri Malang
  • Sudarmiatin Sudarmiatin Universitas Negeri Malang
  • F. Danardana Murwani Universitas Negeri Malang

DOI:

https://doi.org/10.37385/ijedr.v6i5.8399

Keywords:

Brand Experience, Customer Brand Engagement, Brand Trust, Brand Loyalty, Economic Brand Value

Abstract

This study aims to explore how brand experience and customer brand engagement contribute to the formation of brand loyalty and, ultimately, to the economic value of the brand, with brand trust serving as a mediating variable. The research focuses on users of NPURE skincare products within the PURE FRIENDS community on WhatsApp. Using a quantitative approach, data were collected through an online questionnaire, with a total of 159 respondents selected through purposive sampling. The sample size was determined using an online sample size calculator (calculator.net). The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The findings reveal that brand experience has a positive and significant effect on brand loyalty, mediated by brand trust. Although customer brand engagement does not directly influence brand loyalty significantly, brand trust plays a mediating role in strengthening this relationship. These results suggest that enhancing brand experience and engagement—supported by strong brand trust—can contribute to building not only brand loyalty but also long-term economic brand value.

References

Akoglu, H. E., & Özbek, O. (2022). The effect of brand experiences on brand loyalty through perceived quality and brand trust: A study on sports consumers. Asia Pacific Journal of Marketing and Logistics, 34(10), 2130–2148. https://doi.org/10.1108/APJML-05-2021-0333

Ali, F., Suveatwatanakul, C., Nanu, L., Ali, M., & Terrah, A. (2024). Social media marketing and brand loyalty: Exploring interrelationships through symmetrical and asymmetrical modeling. Spanish Journal of Marketing - ESIC.https://doi.org/10.1108/SJME-08-2023-0219

Angelina, M., Ellitan, L., & Handayani, Y. I. (2023). Pengaruh brand image, brand love dan brand experience terhadap brand loyalty dengan mediasi brand trust pada Kedai Mixue di Kota Surabaya. Unpublished manuscript.

Bae, B. R., & Kim, S.-E. (2023). Effect of brand experiences on brand loyalty mediated by brand love: The moderated mediation role of brand trust. Asia Pacific Journal of Marketing and Logistics, 35(10), 2412–2430. https://doi.org/10.1108/APJML-03-2022-0203

Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93.

Cheung, M. L., Leung, W. K. S., Yang, M. X., Koay, K. Y., & Chang, M. K. (2022). Exploring the nexus of social media influencers and consumer brand engagement. Asia Pacific Journal of Marketing and Logistics, 34(10), 2370–2385. https://doi.org/10.1108/APJML-07-2021-0522

Compas.co.id. (2024). Persaingan ketat di kategori toner selama semester 1 2024. Retrieved August 29, 2024, from https://www.instagram.com/p/CcsqAry7BQ/?img_index=6

Compas Dashboard. (2023). Data penjualan FMCG e-commerce 2023. Retrieved August 29, 2024, from https://compas.co.id/article/data-penjualan-fmcg-e-commerce-2023/

Elvira, E., & Budiono, H. (2023). Pengaruh customer brand engagement terhadap brand loyalty dengan brand trust sebagai variabel mediasi penumpang maskapai penerbangan Super Air Jet. Jurnal Manajerial dan Kewirausahaan, 5(4), 927–934. https://doi.org/10.24912/jmk.v5i4.26955

Hartono, C., & Rodhiah, R. (2021). The effect of brand communication, brand experience, and brand image on Yamaha brand loyalty in West Jakarta: Brand trust as a mediation variable. Budapest International Research and Critics Institute (BIRCI-Journal). https://doi.org/10.33258/birci.v4i4.3503

Kompas.com. (2022). NPURE dapat penghargaan skincare lokal pertama dengan daun utuh pada kemasannya dari MURI. Retrieved from https://www.kompas.com/parapuan/read/533259207/npure-dapat-penghargaan-skincare-lokal-pertama-dengan-daun-utuh-pada-kemasannya-dari-muri

Kotler, P., & Armstrong, G. (2019). Prinsip-prinsip pemasaran (12th ed., Vol. 1, B. Sabran, Trans.). Jakarta: Erlangga.

Kumar, V. (2020). Building customer-brand relationships through customer brand engagement. Journal of Promotion Management, 26(7), 986–1012. https://doi.org/10.1080/10496491.2020.1746466

Laksono, A. W., & Suryadi, D. N. (2020). Pengaruh citra merek, kepercayaan merek, dan kualitas produk terhadap loyalitas merek pada pelanggan Geprek Bensu di Kota Malang. Unpublished manuscript.

Marliawati, A., & Cahyaningdyah, D. (2020). Impacts the brand of experience and brand image on brand loyalty: Mediators brand of trust. Management Analysis Journal, 9(2), 140–151. https://doi.org/10.15294/maj.v9i2.36945

Muttaqien, Z., Sudarmiatin, & Wardhana, L. W. (2023). Investigating the effect of brand experience and service quality on brand loyalty mediated by brand trust in Travel Umroh Al Madinah Mutiara Sunnah Kediri City. Asian Journal of Management Analytics, 2(4), 513–528. https://doi.org/10.55927/ajma.v2i4.6702

Pandean, A. V., & Budiono, H. (2021). Brand image dan brand experience untuk memprediksi brand loyalty McDonald's dengan brand trust sebagai variabel mediasi. Jurnal Manajerial dan Kewirausahaan, 3(1), 156. https://doi.org/10.24912/jmk.v3i1.11300

Panjaitan, A. O. Y. (2016). Pengaruh pengalaman merek terhadap loyalitas merek melalui mediasi kepuasan merek dan kepercayaan merek. Unpublished thesis.

Pongpaew, W., Speece, M., & Tiangsoongnern, L. (2016). Customer brand engagement, perceived social presence, and brand trust and loyalty in corporate Facebook. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2727178

Rangkuti, F. (2009). Strategi promosi yang kreatif dan analisis kasus integrated marketing communication. Jakarta: Gramedia Pustaka Utama.

Rather, R. A., Tehseen, S., & Parrey, S. H. (2018). Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity. Spanish Journal of Marketing - ESIC, 22(3), 319–337. https://doi.org/10.1108/SJME-06-2018-0030

Rudzewicz, A., & Strychalska-Rudzewicz, A. (2021). The influence of brand trust on consumer loyalty. European Research Studies Journal, 24(Special Issue 3), 454–470. https://doi.org/10.35808/ersj/2439

Safeer, A. A., Yuanqiong, H., Abrar, M., Shabbir, R., & Rasheed, H. M. W. (2021). Role of brand experience in predicting consumer loyalty. Marketing Intelligence & Planning, 39(8), 1042–1057. https://doi.org/10.1108/MIP-11-2020-0471

Samala, N., & Katkam, B. S. (2019). Fashion brands are engaging the millennials: A moderated-mediation model of customer-brand engagement, participation, and involvement. Young Consumers, 21(2), 233–253. https://doi.org/10.1108/YC-12-2018-0902

Samarah, T., Bayram, P., Aljuhmani, H. Y., & Elrehail, H. (2022). The role of brand interactivity and involvement in driving social media consumer brand engagement and brand loyalty: The mediating effect of brand trust. Journal of Research in Interactive Marketing, 16(4), 648–664. https://doi.org/10.1108/JRIM-03-2021-0072

Setiawan, B., Murwani, F. D., Hermawan, A., Sopiah, & Wardana, L. W. (2025). Content marketing intervention on trust, word of mouth, and buying intention in potential customers wedding organizers in Malang Raya. Journal of Lifestyle and SDGs Review, 5(3), e04283. https://doi.org/10.47172/2965-730X.SDGsReview.v5.n03.pe04283

Suntoro, W., & Silintowe, Y. B. R. (2020). Analisis pengaruh pengalaman merek, kepercayaan merek, dan kepuasan merek terhadap loyalitas. Modus, 32(1), 25–41. https://doi.org/10.24002/modus.v32i1.3194

Sari, C. A. S. (2017). Teknik mengelola produk dan merek. Jakarta: Gramedia Pustaka Utama.

Tarabieh, S., Gil, I., Galdón Salvador, J. L., & Faisal Ahmad AlFraihat, S. (2024). The new game of online marketing: How social media influencers drive online repurchase intention through brand trust and customer brand engagement. Intangible Capital, 20(1), 103. https://doi.org/10.3926/ic.2515

Walukow, V. S., Ellitan, L., & Suhartatik, A. (2021). Pengaruh brand experience terhadap brand equity melalui customer commitment dan customer satisfaction pada Kedai Kopi ZXC di Surabaya. Jurnal Ilmiah Mahasiswa Manajemen (JUMMA), 10(1). https://doi.org/10.33508/jumma.v10i1.3255

We Are Social. (2024). Digital 2024: Global overview report. Retrieved August 30, 2024, from https://wearesocial.com/id/2024/01/digital-2024/

West, R., & Turner, L. H. (2008). Pengantar teori komunikasi (3rd ed., M. Maer, Trans.). Jakarta: Salemba Humanika.

Wulandari, N. A., Saidani, B., & P, A. K. R. (2022). Pengaruh gamification dalam membentuk brand loyalty melalui brand engagement. Jurnal Bisnis, Manajemen, dan Keuangan, 3(1), 228–236. https://doi.org/10.21009/jbmk.0301.17

Zaidun, N. A., Muda, M., & Hashim, N. H. (2021). The relationship between customer brand engagement and brand loyalty for local car brands in Malaysia. International Journal of Academic Research in Business and Social Sciences, 11(6), 648–668. https://doi.org/10.6007/IJARBSS/v11-i6/10198

Downloads

Published

2025-08-01

How to Cite

Wati, S. S., Sudarmiatin, S., & Murwani, F. D. (2025). Building Economic Brand Value through Brand Experience and Engagement: The Mediating Role of Brand Trust on Loyalty among NPURE Consumers. International Journal of Economics Development Research (IJEDR), 6(5), 2299–2316. https://doi.org/10.37385/ijedr.v6i5.8399