The role of customer satisfaction as mediator in the relationship between brand experience and brand loyalty

Main Article Content

Reyner Alexander Lyman
Marcellia Susan
Istiharini Istiharini


The development of the smartphone industry has caused market competition between smartphone manufacturers to become increasingly dynamic. Samsung's smartphone line currently dominates the global market share. However, from year to year, Samsung's market share continues to decline. Apart from that, many consumers complain about experience, loyalty, and satisfaction. The study aims to ascertain how brand experience, which is mediated by customer loyalty to Samsung smartphones, affects customer satisfaction. The research method used is descriptive research with a quantitative approach using the Partial Least Square Structural Equation Model (PLS-SEM). The criteria for this research were 216 respondents aged at least 20 years in Indonesia and using Samsung smartphones. Data collection uses an online questionnaire and non-probability sampling. The findings demonstrate that, through customer satisfaction, brand experience positively impacts customer loyalty.


Download data is not yet available.

Article Details

How to Cite
Lyman, R. A., Susan, M., & Istiharini, I. (2023). The role of customer satisfaction as mediator in the relationship between brand experience and brand loyalty. Jurnal Manajemen Maranatha, 23(1), 109–122.


A-Qader, I. K., & Omar, A. (2013). The evolution of experiential marketing: Efects of brand experience among the millennial generation. International Journal of Academic Research in Business and Social Sciences, 3(7), 331-340.

Aghaseyedhosseini, S., & Hamelin, N. (2021). The role of brand experience in customer satisfaction and customer loyalty in Ayandeh bank branches in Tehran. Journal of African Business, 13(1), 1-11.

Almohaimmeed, B. (2020). The impacts of brand experience on customer satisfaction and electronic word of mouth. Business: Theory and Practice, 21(2), 695-703.

Anjani, S., & Djamaluddin, S. (2018). Effect of product quality and price on customer loyalty through customer satisfaction. International Journal of Business and Management Invention (IJBMI), 7(8), 13-20.