The role of brand experience and service quality on customer engagement; brand love on customers as mediating variable

Abstract

This study aims to see the extent of the influence of brand experience and service quality on customer engagement with the mediating variable brand love in customers of the house of smith brand in Padang city. the population in this study are consumers who have purchased products at the house of smith in Padang city whose numbers are unknown. The data were collected through an online questionnaire using google form media and processed with the SEM-PLS 4 application: (1) brand experience has no effect on customer engagement, (2) service quality has a significant effect on customer engagement, (3) brand love has a significant effect on customer engagement, (4) service quality has an effect on brand love, (5) brand experience has a significant effect on brand love, (6) brand experience has a significant effect on customer engagement after being mediated by brand love, (7) service quality has a significant effect on brand love after being mediated.