Abstract:
This study aims to show the effect of brand experience, satisfaction, and trust toward consumer’s brand loyalty, specifically on global laptop brands. Consumers look for brands that provide them with unique and memorable experiences. From the customer viewpoint, brands are relationship builders. Consumers believe that brand experiences are one of the factor that build long-lasting brand and customer relationship, together with brand trust, satisfaction, and loyalty. The respondents of the study are students from three different private universities in Jakarta who use or own laptops. In total, 150 respondents from private universities were selected as the sample of this study due to higher possibility of them using similar type of laptop brands. The quantitative data gathered from the survey method was analyzed using regression analysis method. The study contributes and provides insights to the marketing literature in general and product or brand marketing literature in particular. Furthermore, the findings can also be utilized by marketing expertise to develop effective branding strategy for laptop and also for the laptop’s producer in general, to make them increasing their laptop’s quality in order to enhance their consumers’ experiences, satisfaction, trust, and loyalty toward their laptop’s brand.
