Increasing Brand Loyalty through Brand Personality and Brand Experience: The Mediating Role of Brand Trust in Muslim Fashion Branded Garments in Indonesia

Abstract

Background: Indonesia's expanding Muslim fashion market has intensified competition between brands, increasing the importance of retaining loyal customers. Previous research has produced inconsistent findings on the relationship between brand experience and brand loyalty, indicating that the psychological process connecting the two requires further examination. Objective: This study examines the effects of brand personality and brand experience on brand loyalty and assesses the mediating role of brand trust in the relationship between brand experience and brand loyalty among Indonesian consumers of Muslim fashion branded garments. Methods: The study used a quantitative approach with purposive sampling techniques. Data from 148 consumers of Muslim fashion branded garments were obtained through purposive sampling using a five-point Likert-scale questionnaire and were analyzed with Structural Equation Modeling (SEM) in AMOS. Results: The results indicate that brand personality positively affects brand loyalty (β = 0.632, p < 0.001). Brand experience also has positive effects on brand loyalty (β = 0.324, p = 0.004) and brand trust (β = 0.444, p < 0.001). In addition, brand trust positively affects brand loyalty (β = 0.500, p < 0.001) and partially mediates the relationship between brand experience and brand loyalty. Conclusion: Brand loyalty is shaped by both brand personality and brand experience, while brand trust explains part of the pathway through which brand experience strengthens loyalty. In terms of Stimulus-Organism-Response (SOR) Theory, findings show that brand-related stimuli can contribute to loyalty through consumer trust. The study is limited to the Indonesian context and examines brand trust as the sole mediator.