ABSTRACT

The research is based on the phenomenon withthe existence of an increase in the demand for instant noodles, Indonesia at a time when the demand for instant noodles in the world decreased. Increased demand for instant noodle in Indonesia reflects the level of customer satisfaction increases with the hopes of the creation of a customer loyalty. One form of customer loyalty that is loyalty to a brand that has been bought and used this research aims to test the influence of variable dimensions of brand experience sensory experience that is, experience the affective, experience the behavior, and the intellectualexperience of against the brand loyalty that is mediated by the brand trust. This research area is the locus of West Bandung Regency. The number of samples is 90 respondents was taken by quesionaries with purposive sampling technique. Data analysis method used is Sobel test and multiple regression ananlysis. Multiple regression ananlysis do by SPPS program version 22. Multiple regression ananlysis consists of validity test, reliability test, classic essay test, multiple linier regression test, and t test. The result of multiple regression analysis showed three of the four dimensions of brand experience namely sensory experiences, affective experience, intellectual experience a have positif and significant relation to variable band trust. Then sobel test results showed that the variables mediate the influence of brand trust mediation intellectual experience against the brand loyalty.

Keys Words: Experience Branding, Brand Trust And Brand Loyalty.