Strategy to Increase Customer Loyalty Through Customer Experience, Trust, and Brand Image: Testing Satisfaction as a Mediator

Abstract

Internet technology has shifted the market paradigm from conventional marketing to online marketing. Online marketing, with various facilities that make shopping easier for consumers, has changed consumers' behavior and lifestyle. When buying online, consumers cannot physically touch and feel the products offered; therefore, consumer experience, trust, and brand image play an essential role. This study examines strategies for increasing customer loyalty through the customer experience, trust, brand image, and satisfaction. In addition, this study also investigates customer satisfaction as a mediating variable. The sampling techniques employed were purposive sampling and snowball sampling methods. The research design used a cross-sectional survey. The study shows that customer experience, trust, and brand image influence customer satisfaction. Customer experience, brand image, and customer satisfaction affect loyalty, while trust does not. Customer satisfaction is proven to mediate the influence of customer experience, trust, and brand image on loyalty.