Mediating Role of Experiential Value in the Effect of Customer Experience on Brand Loyalty

The prime concern of the current research effort is; (1) analyze the impact of customer experience directly on brand loyalty, (2) analyze the impact of customer experience directly on experiential value, (3) analyze the impact of experiential value directly on brand loyalty, (4) analyze the role of experiential value in mediating the impact of customer experience on brand loyalty. This research combines the phenomenon of the mediating role of experiential value in influencing customer experience on brand loyalty. Coffee shops are an important element of the food and beverage sector in Indonesia, which is one of the largest coffee-consuming countries in the world. Marketers need to improve customer experience to create a competitive advantage. Therefore, to create brand loyalty, it is necessary to have experiential value that drives customer experience. This research uses convenience sampling. The data collected is analyzed on Smart-PLS and the results illustrate that; (1) customer experience has a significant positive effect on brand loyalty, (2) customer experience has a significant positive effect on experiential value, (3) experiential value has a significant positive effect on brand loyalty, and (4) customer experience has a significant positive effect on brand loyalty through experiential value. Keywords: customer experience, experiential value, brand loyalty