THE ROLE OF SATISFACTION AND TRUST IN MEDIATING THE RELATIONSHIP OF BRAND EXPERIENCE AND LOYALTY

To analyze the influence of brand experience towards loyalty of HiLo brand milk product consumers in Denpasar City and to explain the mediation role of satisfaction and brand trust on the relationship between brand experience and loyalty of HiLo brand milk product consumers in Denpasar City are the aims of this research. The data collection technique used in this research is the questionnaire method and the total sample is 95 consumers of HiLo brand milk product in Denpasar City. The statistic analysis tool AMOS is used in this research. Results of this research concludes that satisfaction and brand trust have positive and significant influence as mediators of the relationship between brand experience and loyalty. This result also provides recommendations for producers to maintain the aroma and constantly share knowledge of a healthy lifestyle as a positive experience for consumers in the purchase and consumption of HiLo brand milk product which is capable of increasing loyalty.