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Pengaruh Brand Experience Terhadap Brand Credibility pada Anggota Xiaomi Community Indonesia @xiaomicommunity_id

Year: 2025

Type: article

Abstract: This study aims to analyze the influence of brand experience on brand loyalty through brand credibility on members of the Xiaomi Community Indonesia. This study is descriptive and verification with a quantitative approach. The study population was 55,000 members, with a sample of 346 respondents selected using the simple random sampling technique. Data were analyzed statistically using the Structural Equation Modeling (SEM) method. The results of the study indicate that brand experience has a significant effect on brand loyalty, both directly and through brand credibility. This is evidenced by the critical ratio value that exceeds the minimum limit, indicating a positive and significant influence between these variables. The better the company improves brand experience and brand credibility, the higher the customer's brand loyalty. The brand experience dimension that contributes the most to forming brand loyalty is sensory, while the lowest is intellectual. Meanwhile, in brand credibility, the dimension with the highest contribution is attractiveness, while the lowest is expertise.

Source: Strategic Jurnal Pendidikan Manajemen Bisnis

DOI: 10.17509/strategic.v25i1.81526

Authors: Referen Piliano, Bambang Widjajanta, Puspo Dewi Dirgantari

Institution: Indonesia University of Education

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4415185953

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