ABSTRACT
This research amis to test the influence of brand experience dimension consists of
sensory experience, intellectual experience, and behavioral experience to brand
love, to test the influence of brand experience dimension consists of sensory
experience, intellectual experience, and behavioral experience to brand loyalty,
and to test the influence of brand experience dimension consists of sensory
experience, intellectual experience, and behavioral experience to brand loyalty
through brand love. This research use a quantitative approach. Technique of
collecting data that used is questioner with a sample 90 respondents who is a
consumer of instant noodle of Y generation. The test of this research is using
Statistic program od social scince (SPSS) versi 24.0 and Online Sobel Test
Calculator for program of mediation from Daniel Soper. The method of analyzing
data are use analysis of multiple regression and Sobel test. The result of this
research shows that sensory experience, intellectual experience, and behavioral
experience has a positive and significant effect on brand love. Behavioral
experience has a positive and significant effect on brand loyalty, while sensory
experience and intellectual experience has no effect on brand loyalty. Brand love
mediates the effect of sensory experience and behavioral experience on brand
loyalty, brand love does not mediate the effect of intellectual experience on brand
loyalty.
Keywords : brand experience, brand love, and brand loyalty.