by Vita Briliana*

Trisakti School Of Management, Indonesia

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Abstract New developments in e-commerce technologies along with the wide adoption of mobile devices and social media have enabled companies to enhance customers’ shopping experiences and their interaction with brands anytime, anywhere. Social media is becoming a place to display and promote products. Therefore, marketers need to design a website which not only has good content but is also attractive. A previous survey by the Indonesian Internet Service Provider Association (APJII) published in November 2016 indicates that consumers find smart devices increasingly relevant to their lives, and they are inspired by the possibilities of the connected world. Since online consumers can easily switch to other e-commerce sites, their online loyalty is generally not high. The purpose of this paper is to provide an improved understanding of the factors that influence brand loyalty. Empirical evidence from both in-depth interviews and data garnered from 200 surveys was integrated into a conceptual model. The causal model was tested using structural equation modelling. It was validated using Smart PLS 2.0. The results indicate that brand loyalty is an important antecedent of word-of-mouth and it mediates the influence of brand experience, brand trust, brand personality and brand love. This study is expected to provide insights into strategies to encourage and enable entrepreneurs to continue to develop better focus on their efforts to maintain customers.

Keywords: Brand experience, brand love, brand loyalty, brand personality, brand trust, word-of-mouth

Updated:: 11/04/2022 [syazmer]