EKSPLANASI PERAN BRAND LOVE,BRAND TRUST MEMEDIASI PERAN BRAND EXPERIENCE TERHADAP CUSTOMER LOYALTY PADA SCARLETT WHITENING DI MALANG RAYA

In today's rapidly expanding skincare market, companies face intense competition to stand out. Creating lasting impressions has become crucial for maintaining Customer Loyalty. While Brand Experience serves as a fundamental driver of consumer relationships, the development of Brand Love and Brand Trust also plays a vital role in shaping loyalty levels. This study investigates the mediating roles of Brand Love and Brand Trust between Brand Experience and Customer Loyalty, specifically focusing on Scarlett Whitening users in Malang Raya. The research employed quantitative methods, collecting data from 108 respondents via questionnaires, followed by regression and path analysis using SPSS. Results demonstrate that Brand Experience enhances Customer Loyalty both directly and indirectly through Brand Love and Brand Trust mediation. These findings highlight the importance for companies to prioritize exceptional customer experiences, emotional engagement, and trust-building strategies to secure enduring customer relationships.