Jurnal Dinamika Manajemen, 14 (1) 2023, 124-136

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Brand Experience Affects Brand Attitude, Brand Attachment, Brand

Satisfaction, and Brand Loyalty on Customer Make Over
Heni Rakhmawati , Meylani Tuti

Management Department, ASA Indonesia University, Indonesia

Info Article Abstract

History Article: This study aims to identify the relationships between brand experience and brand attitudes, brand
Submitted 28 December 2022
attachment, brand satisfaction, and brand loyalty. 177 Consumers of Make Over make up the
Revised 08 February 2023
Accepted 22 February 2023 study’s sample. The sampling strategy employs purposive sampling by choosing a sample that only
consists of users of Make Over goods. The validity and dependability of the data were examined. a
Keywords: technique for data analysis that fuses quantitative and descriptive approaches. A structural equation
Brand experience;
model (SEM) was used in the analysis of quantitative data utilizing smart PLS software. The brand
Brand attitude:
Brand attachment; experience of Make Over cosmetic items, according to the study, influences how consumers build
Brand satisfaction; brand attitudes, brand attachment, brand satisfaction, and brand loyalty in both a direct and indirect
Brand loyalty. manner. The findings of this study suggest that consumer experience with a brand might influence
attitudes toward the brand and make consumers more loyal to it. Brand loyalty will ultimately be
fueled through attachment, which will boost satisfaction. This study advances the field of brand lit-
erature. Researchers and vendors can learn from this study about how to strengthen brands. Further
investigation on individuals and makeup artists with a focus on individual users is advised because
the survey’s responses were all from the Jakarta region and only included individual users.

Brand Experience Mempengaruhi Brand Attitude, Brand Attachment,

Brand Satisfaction dan Brand Loyalty pada Customer Make Over

Abstrak
Tujuan dari penelitian ini adalah untuk memastikan bagaimana pengalaman merek mempengaruhi
sikap merek, keterikatan merek, kepuasan merek, dan loyalitas merek. 177 konsumen Make Over
merupakan populasi penelitian. Dengan memilih sampel yang hanya mencakup konsumen produk
Make Over, maka pendekatan pengambilan sampel menggunakan purposive sampling. Validitas dan
kepercayaan data telah diperiksa. metode untuk menganalisis data yang menggabungkan metode
kuantitatif dan deskriptif. Analisis menggunakan data kuantitatif dilakukan dengan menggunakan
model persamaan struktural (SEM) dengan menggunakan software smart PLS. Hasil penelitian
menunjukan bahwa pengalaman merek pada produk kosmetik Make Over memiliki dampak lang-
sung dan tidak langsung pada bagaimana pelanggan membentuk sikap merek, keterikatan merek,
kepuasan merek, dan loyalitas merek. Pengalaman konsumen terhadap suatu brand dapat memben-
tuk sikap terhadap brand dan akan terikat pada brand tersebut. Keterikatan akan meningkatkan
kepuasan dan pada akhirnya mendorong loyalitas pada brand. Studi ini memberikan kontribusi
terhadap pertumbuhan literatur merek. Studi ini memiliki implikasi bagi para peneliti dan penjual
tentang cara meningkatkan merek. Jumlah responden dalam penelitian ini yang hanya berasal dari
wilayah Jakarta dan hanya dilakukan pada pengguna individual sehingga disarankan untuk peneli-
tian selanjutnya dilakukan pada individual dan makeup artis dengan wilayah yang lebih luas.
JEL Classification: M31

How to Cite: Rakhmawati, H., Tuti, M. (2023). The perception, Attachment, Satisfaction, and Loyalty that Make Over Cosmetics Users
Have for Their Brands. Jurnal Dinamika Manajemen, 14(1), 124-136.


Correspondence Address ISSN
Institutional address : Jl. H. Ahmad R. No. 12, Universitas ASA Indonesia, Jakarta Timur. 2086-0668 (print)
Email: henirakhmawati76@gmail 2337-5434 (online)
 Heni Rakhmawati & Meylani Tuti/The perception, Attachment, Satisfaction, and Loyalty that Make ....

INTRODUCTION definition of experience of the brand is an intro-

duction, view, and understanding of behavioral
The competition among cosmetic com- actions that result from an interest in the brand
panies continues to rise with the times. Brands which is part of the image and brand recogniti-
and cosmetic products kinds each have a diffe- on that has been packed, and informed (Brakus
rent selling point to draw in customers. This is et al., 2009).
due to women’s tendency to use cosmetics to Consumers will select a well-known brand
make themselves look better. Because everyone when selecting cosmetics because they are im-
wants to feel beautiful, it is a desire shared by pressed by the brand’s high quality, and it is ob-
all women. This industry is currently compe- vious that the consumer is aware that the brand
ting to produce cosmetics on a huge scale and is well-known from the brand’s attitude. When
constantly adjusts its products to follow what choosing these benefits, consumers use brand
women need at any given time. Therefore, Make attitude, which they define as a consideration of
Over is the cosmetics company that draws rese- all the brands they have trusted about the brand
archers to look at it. and as an indication of how much they believe
Make Over is a local product with a sump- the brand will benefit them (Firmansyah, 2019).
tuous appearance in the eyes of customers and is Cosmetic companies adopt a range of me-
also well-known among people who enjoy cos- asures to guarantee that consumers have a deep
metics. This brand is frequently used to launch emotional bond with and are loyal to their brand.
a makeup-related service enterprise, such as in Brand attachment is the behavior of consumers
beauty salons, makeup artists, etc. This cosme- when buying a brand that will act as a benchmark
tic brand is more frequently used everywhere by for the emergence of thoughts that the product is
Indonesian women, especially those who love comfortable to use, resulting in the appearance of
cosmetics; thus it always introduces the newest an assessment of a used brand as a classy and best
innovations to keep its position ahead of rival brand and causing an unwillingness to switch to
companies. Therefore, the fact that there are so another brand (Kusuma et al., 2020).
many cosmetic business owners always racing to Businesses genuinely desire devoted
introduce or develop their firms’ newest ideas is clients since they will boost the company’s profi-
no longer shocking. tability and brand image, enabling it to continu-
Consumers typically select or view a brand ally develop innovative products. Brand loyalty,
before purchasing the desired cosmetic, with a which also emphasizes brand equity that shapes
brand being defined as a feature in the form of marketing concepts for a brand and creates a
pictures, text, mentions, alphabets, numbers, co- benchmark relating to a consumer’s perception
lor schemes, or a mix of these components that of a brand, is the devotion of a consumer to a
serves as a basis for comparison. utilized when particular brand (Rangkuty, 2022). According
selling products or services (Tjiptono, 2011). to earlier research, brand loyalty is not positi-
Laksana (2008), a phrase, name, designation, vely impacted by brand satisfaction (Tjokrosa-
characteristic, or design that is also a collection putro, 2020). On the other hand, according to
of everything intended to identify the goods or a different study, the brand experience did not
services of a person, seller, or group of sellers that significantly boost brand satisfaction (Wardani
aims to distinguish those goods or services from & Gustia, 2017). Some studies, however, revea-
competing items is referred to as a brand. led that brand experience did not affect brand lo-
Consumers will evaluate or take into ac- yalty; rather, brand satisfaction has an impact on
count the brand when deciding whether or not brand loyalty (Rahmat & Marso, 2020).
to purchase these cosmetics. Therefore, to per- To determine whether the variables Brand
suade customers to buy or not, usually have ex- Experience, Brand Attitude, Brand Attachment,
perience with the brand they trust, in which the Brand Satisfaction, and Brand Loyalty have dif-

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ferent results from earlier research and research that positively influences brand views. Accor-
on Make Over cosmetic consumers, the authors ding to earlier studies, brand experience has a
of this study present models and hypotheses. favorable impact on brand attachment (Barijan
The results of earlier studies proving the link et al., 2021). An earlier study, which asserts that
between factors have varied. This study aims to there is a relationship between experience and
determine whether brand satisfaction, brand at- brand satisfaction, supports the association bet-
titude, brand attachment, and brand loyalty are ween experience and brand satisfaction (Chino-
impacted by the experience. mona, 2013; Hwang et al., 2021).
Liu et al. (2020) state brand Building a
Hypothesis Development solid buyer-brand relationship has a cumulative
Brand Experience effect known as attachment A positive brand
Experience is a memory-based experi- experience will result in a favorable brand per-
ence that is connected to a person (Pine & Gil- ception. The interaction of customers with con-
more, 1999). The definition of brand experience sumable brands results in brand satisfaction
is that consumers choose a brand that they feel (Erciş et al., 2012 ; Chen-Yu et al., 2017; Dent
gives the impression they want before they buy et al., 2019). Richard (1999) demonstrates a
goods with the desired brand. Consumers typi- customer’s intention to stick with a brand. Cus-
cally have brand experience before buying goods tomer loyalty is ultimately influenced by brand
with the desired brand, knowing which brand attitude, brand attachment, and brand satisfacti-
they feel comfortable with and guaranteed good on, all of which are strongly influenced by brand
and bad quality (Zarantonello & Schmitt, 2010). experience. Previous research has validated the
The brand experience focuses on how the brand inverse relationship between brand happiness
will be connected through the five senses of cus- and brand loyalty through brand experience
tomers. This can be seen in a variety of things, (Rahmat & Marso, 2020). The following can be
including how inviting the environment is for drawn as the hypothesis:
customers who visit the area where the product
is sold and how the brand’s emblem appears to H1: brand experience effect on brand attitude
consumers (De Villiers et al., 2018). H2: brand experience effect on brand attachment
Understanding the brand experience is re- H3: brand experience effect on brand satisfaction
garded to be the behavioral response that is mo- H4: brand experience effect on brand loyalty
tivated by impulses associated with the brand as H5: brand experience effect on brand at-
a result of brand recognition, arrangement, rela- tachment through brand attitude.
tionship, and surroundings (Şahin et al., 2011). H6: brand experience effect on brand satisfacti-
The brand experience has many different com- on through brand attachment.
ponents, such as sensory, emotional, intellec- H7: brand experience effect on brand loyalty
tual, and behavioral ones (Brakus et al., 2009). through brand satisfaction.
These four brand experiences are a series of con-
sumer interactions, and if they work in harmony Brand Attitude
with one another, the whole brand experience Brand attitude is an important motivation
will be excellent ( Jeon & Yoo, 2021). in repurchasing intention (Priester et al., 2004).
Brand attitudes can be combined with Brand attitude is an attitude that has a big impact
consumer attitudes that are centered on the on how consumers perceive a product and whet-
brand by analyzing the thoughts, feelings, and her they choose to purchase it. Buyers are more li-
perceptions of customers regarding a specific kely to purchase the product if the brand attitude
brand (Rup et al., 2021). This is confirmed by is good, whereas it is more likely to prevent cus-
research done by Hwang et al. (2021) which tomers from doing so if the attitude is negative.
shows that brand experience has an impression (Kusuma et al., 2020). Brand attitude will benefit

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consumers when taking into account their capa- positive word-of-mouth advertising, participa-
city to interact with brands to fulfill demands; tion in brand communities, willingness to pay a
this was noted (Kotler & Keller, 2012). higher price, and brand advocacy (Shimul, 2022).
Consumer side elements, which include Thomson et al. (2005) argue that brand
self-concept, innate knowledge, and internal attachment has three dimensions to test the at-
driving forces, as well as brand side factors, all tachment of the conclusion to the brand. These
have an impact on brand attitudes (Liu et al., are affection or affection that reflects warm fee-
2020). By evaluating the ideas, views, and fee- lings of consumers towards the brand, passion
lings of customers about a certain brand, brand or it is passion, namely, consumers have positi-
attitudes can also be integrated with the attitu- ve feelings about a brand, and connection or it
des of consumers who are focused on the brand is affinity, namely consumer feelings that have
(Rup et al., 2021). Consumer interest in using a picture related to a brand. Brand attachment
the brand, customer trust in the brand, consu- has been linked to emotional brand pleasure in
mer attitudes or opinions about the brand, and previous research (Hajjid et al., 2022). So the
favorable impressions that exist in consumers’ hypothesis can be drawn as follows:
minds towards the brand, producing an urge to
reuse the brand, are the four aspects of brand H9: brand attachment effect on brand satisfaction.
attitude that can be quantified (Chang et al.,
2008). If the customer has a memorable expe- Brand Satisfaction
rience with the brand, it will affect the brand’s Grisaffe & Nguyen (2011) state that cus-
attitude. According to the findings of earlier tomer-centered brand satisfaction refers to con-
research, brand attitude, and brand attitude are tentment with the overall cost of the transaction
related (Vredeveld, 2018). The following can be and the customer experience with the goods or
drawn as the hypothesis: services. Brand satisfaction refers to the positive
emotions that consumers have toward particular
H8: brand attitude effect on brand attachment. brands as well as their evaluation of all aspects of a
product from that brand, such as quality, product
Brand Attachment type, price, consumer convenience when purcha-
Liu et al. (2020) state that brand At- sing the product, and brand satisfaction resulting
tachment is the cumulative effect of building a from the performance of a product (Yohanna &
strong buyer-brand relationship, which is sig- Ruslim, 2021). The outcome of consumer be-
nificant for businesses and brands as they con- havior is that is preferred by a particular brand,
tinuously gain a competitive edge. Brand at- which has a long shelf life and will promote brand
tachment is a capacity that is related to the brand loyalty. An additional definition of brand satisfac-
and oneself strengthens (Park et al., 2010). tion is a behavior that results from a consumer’s
Marketing experiments focus on how cus- interaction with a brand (Erciş et al., 2012; Chen-
tomers feel about the brand, providing brand ex- Yu et al., 2017; Dent et al., 2019).
periences that leave a lasting impact and lead to According to Erciş et al. (2012), brand
emotional attachment to the company (Schmitt, happiness may be measured using three variab-
2012). According to Park et al. (2006) when a les: equity (or contentment with the product),
brand and its customers have a meaningful core value (or contentment with the brand), and
relationship, brand attachment is developed, quality (or satisfaction with the product). Any
which strengthens the brand. The intention of consumer who has used a brand previously will
consumers to continue their relationship with feel satisfied when buying and utilizing it since
the brand is one of the effects of brand emotio- experience has a positive impact on brand satis-
nal attachment. This intention manifests itself in a faction. Brand loyalty will come about because
variety of behaviors, including repeat purchasing, of customer satisfaction. This is because consu-

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mer satisfaction is the primary reason why they titude related to repurchase intentions by being
are unable to stop utilizing a brand after having willing to buy at expensive prices to obtain the
positive experiences with it (Tuti & Sulistia, product, and always talk from mouth to mouth
2022). So, there is a hypothesis as follows: regarding the talk about the product, behavioral
loyalty is defined by the commitment that exists
H10: brand satisfaction effect on brand loyalty. within the consumer to repurchase products/
services that consumers like regularly for the
Brand Loyalty future, even though there are environmental in-
Brand loyalty is defined as favorable con- fluences on these products/services. Earlier stu-
sumer behavior toward a company or brand that dies claimed that experience has a direct, favo-
results in customers having a strong desire to rable impact on brand loyalty (Hussein, 2018).
buy the same goods or items in the present and Then the hypothesis can be drawn as follows:
the future (Sudaryono, 2014). Brand loyalty is
defined as actions used to make customers feel
close to a company’s products or services (Ber-
narto et al., 2020) brand image, and brand trust
on brand loyalty. The coffee shop business in
big cities in Indonesia is growing rapidly. Each
coffee shop strives to show its uniqueness. This
competition has resulted in them competing to
increase competitiveness by using logos, sym-
bols, unique names – or what is usually called
a brand to become a differentiator among the Figure 1. Conceptual Model
competitors. This study was done in a quanti-
tative manner. The data was collected by using METHOD
a questionnaire distributed using a survey met-
hod. Using a snowball sampling, a total of 436 The population in this study is MakeOver
samples were used and analyzed statistically cosmetic users. Purposive sampling was used in
using the partial least square – structural equa- this study to select samples and the samples in
tion modeling (PLS-SEM). Kwan Soo Shin et this study were consumers who had purchased
al. (2019) asserts that brand-loyal customers are or used Make Over cosmetic products more
price agnostic and are willing to pay more for than twice.
the brand than for alternatives. This study measures each characteris-
According to Richard (1999), brand lo- tic using a Likert scale (1–5). There are 7 sta-
yalty is an intention made by the customer, who tements about brand experience, 7 statements
is then determined to subscribe to and repur- about brand attitude, 6 for brand attachment, 7
chase the brand they enjoy or want. Haumann for brand satisfaction, and 4 for brand loyalty.
et al. (2014) said that brand loyalty has several In their data analysis, the researchers used
different aspects, such as brand loyalty observed structural equation modeling (SEM). After that,
from the behavior of repurchasing the brand and researchers employ the quantitative method ap-
brand loyalty seen from how to spread favorable proach known as partial least squares (PLS).
remarks about the brand by word of mouth. PLS is an estimating technique that employs
There are two aspects to brand loyalty, interactive variable structures. Although data
Kuikka & Laukkanen (2012) namely attitudinal need not be routinely multivariate dispersed or
loyalty and behavioral loyalty. Then the opinion sample sizes raised, PLS has the advantage that
is supported by Chinomona (2016) In contrast it can theoretically be used to explain correla-
to attitudinal loyalty, which is a consumer at- tions between variables.

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RESULT AND DISCUSSION Purpose of using

Daily 76 42.9
Data Analysis & Discussion
Special Occasion 101 57.1
Table 1. Description of Respondents Purchased cosmetics
Powder 101 57.1
Variable Foundation 78 44.1
Frequency Percentage
Demographics Lip matte 106 59.9
Age Eyeshadow 26 14.7
20-30 year 171 96.6 Blush on 31 17.5
31-40 year 5 2.8 Eyeliner 18 10.2
41-50 year 1 0.6 Mascara 38 21.5
>50 year Total
Duration of use
< 1 year 100 56.5 The demographics of the respondents
2-3 year 60 33.9 show that 96.6% of them are in the 20–30 age
>4 year 17 9.6 range, 2.8% are in the 31–40 age range, and 0.6%
Reason for using are in the 41–50 age range. Time to use the pro-
Affordable prices 41 23.2 duct was determined by the following factors:
Easily blends into 69 39 length of use (56.5%), duration of use (33.9%),
the skin duration of use (2-2 years), and duration of use
(>4 years). Additionally, 57.1% said it is durable
Suitable for 58 32.8
when used, and 52% said it is simple to purchase.
various skin types
In addition, 23.2% said they used it because it was
No irritation 58 32,8 inexpensive, 39% said it blended nicely with the
Long-lasting 101 57.1 skin, 32.8% said it was suitable for different skin
when used types, and 32.8% said it did not irritate.
Easy to get 92 52 Additionally, 16.4% of respondents made
Where to buy purchases at grooming, 38.4% at Guardian,
Dan Dan 29 16.4 20.3% at Sociolla, and 24.9% at Watsons. In ad-
Guardian 68 38.4 dition, 53.1% of people identify as students, 7.9%
Sociolla 36 20.3 as housewives, and 39% as workers. The remai-
ning 31.1%, or 68.9%, of the population, reside
Watsons 44 24.9
outside of Jabodetabek. Finally, there is the type
Status of cosmetics purchased, with 57.1% of respon-
Student 94 53.1 dents choosing powder, 44.1% choosing founda-
Housewife 14 7.9 tion, 59.9% choosing a lipstick, 14.7% choosing
Employee 69 39 eyeshadow, 17.5% choosing blush, 10.2% choo-
Domicile sing eyeliner, and 21.5% choosing mascara. The
Greater Jakarta 122 68.9 purposes for which they will be used are 42.9%
Outside Jabodetabek 55 31.1 for daily use and 57.1% for special occasions.
How often to buy
Structural Model
Once a month 27 15.3 Brand attitude, brand attachment, brand
< 6 months 93 52.5 satisfaction, and brand loyalty are endogenous
< 1 year 57 32.2 factors in this study, whereas brand experience

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is the only exogenous variable. Utilizing outer lidity are the two forms of validity in PLS-SEM.
loading, commonly referred to as the load fac- The outcomes demonstrate that each lo-
tor, convergent validity is evaluated. If the outer ading factor has convergence validity. As seen
loading value is more than 0.05, an indication above, the loading factor is more than 0.700.
will then be deemed to have convergent vali- This has an impact on the chosen data, which
dity with a good category. Therefore, based on likewise displays a value over 0.700, indicating
the data in Figure 2, it can be concluded that no that all variables in this research satisfy the cri-
variable indicators create an outer loading value teria for validity and reliability. Additionally,
that is lower than 0.05. Then, each is approved utilizing Cronbach’s Alpha value in PLS, CR
for use in the study and subsequent usage as (Composite Reliability) measures consisten-
being practical or legitimate. cy between constructs. Then, if CR has a value
over 0.7, which the table above demonstrates
Outer Loading Model Evaluation that CR generates with good build outcomes,
Convergent Validity Test the requirements may be approved. Additional-
To assess each link between indicators and ly, the AVE value for each of the aforementioned
constructs or latent variables, convergent validity variables is greater than 0.5, indicating that it sa-
is used. Convergent validity and discriminant va- tisfies the AVE criteria.

Figure 2: Structural Model

Table 2. Measuring Model

Variable Indicator Item Loading Factor Reliability AVE

Brand 1. Sensory BEX2 0.769 0.866 0.618
Experience 2. Affective BEX5 0.803
3. Intellectual BEX6 0.764
4. Behavioral BEX7 0.808
(Brakus et al., 2009)

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Brand Interest in using a brand BAT1 0.848 0.874 0.583

Attitude Trust in the brand BAT2 0.755
Opinion/opinion BAT3 0.728
about the brand
A positive impression BAT4 0.754
of the brand
(Chang et al., 2008) BAT6 0.724
Brand 1. Affection BTT1 0.837 0.902 0.697
Attachment 2. Passion BTT2 0.846
3. Connection BTT3 0.794
(Thomson et al., 2005) BTT4 0.859
Brand 1. Equity BSA1 0.851 0.944 0.707
Satisfaction 2. Value BSA2 0.831
3. Quality BSA3 0.87
(Erciş et al., 2012) BSA4 0.856
BSA5 0.817
BSA6 0.81
BSA7 0.85
Brand 1. Behavioral loyalty BLO1 0.877 0.905 0.707
Loyalty 2. Attitudinal loyalty BLO2 0.868
(Kuikka & Laukkanen, 2012) BLO3 0.893
BLO4 0.712

Discriminant Validity

Table 3. Discriminant Validity-Fornell Lacker

Brand Brand Brand Brand Brand

Variable
Attachment Attitude Experience Loyalty Satisfaction
Brand Attachment 0.835
Brand Attitude 0.704 0.763
Brand Experience 0.801 0.714 0.786
Brand Loyalty 0.763 0.56 0.714 0.841
Brand Satisfaction 0.814 0.755 0.763 0.682 0.841

The Brand Attachment variable scored can demonstrate that each variable has a loading
the highest (0.835), followed by Brand Satisfac- factor value that is higher in the latent construct
tion (0.814), Brand Experience (0.801), Brand examined than in the other latent constructs.
Loyalty (0.763), and Brand Attitude (0.704). Thus, it is possible to argue that the discriminant
Discriminant validity is stated to be valid if it validity is true (Fornell & Larcker, 1981).

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Coefficient of Determination (R2) attachment, brand satisfaction, and brand

loyalty, therefore, have the values of 0.510,
Table 4. Data R-Square 0.677, 0.697, and 0.555 in Table 6, respecti-
vely. Brand attitude, brand attachment, brand
R Square R Square Adjusted satisfaction, and brand loyalty variables are
Brand Attitude 0.510 0.507 therefore influenced by 51.0%, 67.7%, 69.7%,
Brand and 55.5%, respectively, by the brand experi-
0.677 0.674 ence variable.
Attachment
Brand
0.697 0.694 Hypothesis Test
Satisfaction
The critical number that acts as the ben-
Brand oyalty 0.555 0.550
chmark is the t value of 1.96. If the t value is
above, suggesting that there is an influence, the
To evaluate how exogenous variables hypothesis is accepted. If the t-value is less than
affect endogenous variables, one uses the R- 1.96, which indicates that there is no influence,
Square value (R2). R2 brand attitude, brand the hypothesis is rejected.

Table 5. Path Coefficient

Original Sample Standard

T Statistics
Sample Mean Deviation P Values Result
(|O/STDEV|)
(O) (M) (STDEV)
Brand Experience ->
0.714 0.717 0.036 19.677 0.000 Accepted
Brand Attitude
Brand Experience ->
0.61 0.608 0.07 8.738 0.000 Accepted
Brand Attachment
Brand Experience ->
0.307 0.311 0.065 4.715 0.000 Accepted
Brand Satisfaction
Brand Experience ->
0.462 0.468 0.085 5.459 0.000 Accepted
Brand Loyalty
Brand Experience
-> Brand Attitude -> 0.192 0.193 0.050 3.864 0.000 Accepted
Brand Attachment
Brand Experience ->
Brand Attachment -> 0.346 0.343 0.053 6.482 0.000 Accepted
Brand Satisfaction
Brand Experience ->
Brand Satisfaction -> 0.101 0.101 0.032 3.172 0.002 Accepted
Brand Loyalty
Brand Attitude ->
0.268 0.27 0.068 3.930 0.000 Accepted
Brand Attachment
Brand Attachment ->
0.568 0.565 0.064 8.828 0.000 Accepted
Brand Satisfaction
Brand Satisfaction ->
0.33 0.326 0.082 4.042 0.000 Accepted
Brand Loyalty

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The explanation in the aforementioned and a p-value of 0.000, which indicates 0.05, as a
table illustrates the results of the hypothesis if the result, the hypothesis is accepted. The idea has a
path coefficient t-statistic, or 1.96, is greater than favorable and significant effect, thus it might be
the t-table and the p-value is less than 0.05. The adopted. Additional data show a connection bet-
correlation between brand experience and brand ween brand attachment and brand enjoyment,
attitude thus has a t-statistic value of 19.677, in- with a p-value of 0.000 suggesting a value of 0.05
dicating > 1.96, and a p-value of 0.000, indicating and a t-statistic value of 8.828 signifying > 1.96.
0.05, indicating that this hypothesis has a positive The final one shows the results of the relationship
impact and is significant. The hypothesis is there- between brand pleasure and brand loyalty; the
fore accepted. The correlation between brand ex- p-value results reveal a value of 0.000, which in-
perience and brand attachment also has a t-statistic dicates that the relationship is less than 0.05 and
value of 8.738, which denotes > 1.96, and a p-value the t-statistic value is 4.042, indicating that the
of 0.000, which denotes 0.05, indicating that this relationship is > 1.96. The hypothesis can be ac-
hypothesis has a positive and significant impact. cepted based on these findings, which show that
The hypothesis is accepted since it has a it has a beneficial effect and is significant.
favorable and substantial outcome. Also, there
is a connection between brand satisfaction and Discussion
experience, which has a p-value of 0.000, which The findings indicate that all hypotheses
denotes 0.05, and a t-statistic value of 4.715, are supported. This implies that brand attitude,
which signifies > 1.96. The relationship between brand attitude, brand satisfaction, and brand lo-
brand experience and brand loyalty has a t-sta- yalty are all impacted by the experience of using
tistic value of 5.459, which indicates > 1.96, and a brand. Those who are familiar with the Make
a p-value of 0.000, which indicates 0.05, therefo- Over brand, and customers who utilize it are
re the hypothesis is accepted. This suggests that satisfied. The urge to purchase is significantly
the idea has an important and favorable impact. influenced by the brand experience. According
Further research shows a link between brand ex- to Alloza (2008), a pleasant experience will pre-
perience, brand attitude, and brand attachment. sent prospects for positive emotional reactions as
The p-value for this association is 0.000, indica- well since the brand you want to purchase alrea-
ting that it is less than 0.05, and the t-statistic va- dy satisfies the experience that customers desire.
lue is 3.864, indicating that it is more than 1.96. Consumer experience is the starting point for the
So, it may be said that the theory has a positive next behavior of consumers toward the brands
and significant effect, and it is accepted. they consume. The brand of a product is crucial.
The studies that follow show how brand Customers will be familiar with the goods due to
experience affects brand satisfaction and brand its brand. To establish customer trust after adop-
attachment. The p-value results show that the ting a brand, businesses must make it known to
hypothesis is accepted if the value is > 1.96, and consumers. Because of experience, which is the
the t-statistic value of 6.482 indicates that the fundamental assessment that customers use to
hypothesis has a positive and large influence. choose whether or not to trust a brand and whet-
Also, the relationship between brand experience her or not to purchase a product, trust in a brand
and brand satisfaction and loyalty produces a t- is highly significant and must be taken into consi-
statistic value of 3.172, which denotes a value > deration. (Ramaseshan & Stein, 2014).
1.96, and a p-value of 0.002, indicating that the According to Nayeem et al., (2019), brand
hypothesis has a positive and significant impact experience influences and influences consumer
and may, thus, be accepted. perceptions of the overall performance of the
The findings of the relationship between product. An essential factor for a brand is the user
brand attitude and brand attachment have a t- experience of a product. Customers’ memories of
statistic value of 3.930, which indicates > 1.96, their positive product experiences will be shaped

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by their usage of the product, and this will enab- brand attitude, brand attachment, brand satisfac-
le them to evaluate the items they have used. The tion, and brand loyalty, are influenced by brand
goal of communication includes a focus on brand experience. This is in line with the findings of this
attitude. They proposed that customer percep- study, which show that brand experience, which
tions of brand attitudes can be used to assess a served as the independent variable, has an impact
brand’s perceived capacity to meet demands. on all of the dependent variables. The findings
When it comes to brand attitude, Yoon of this study differ from those of earlier studies,
& Park (2012) claim that it calls into question which demonstrated that brand satisfaction has
what clients now think is strong about the bu- no bearing on brand loyalty. Brand experience
siness. customer perceptions of the brand that does not affect brand satisfaction, furthermore,
influence the consumer’s overall assessment brand experience does not directly affect brand
of the brand. When utilizing the product suc- loyalty through brand satisfaction. The only users
cessfully, a favorable opinion of the product’s of Make Over in the Jakarta region were included
brand will develop. The emotional connection in this study, which has the drawback that it was
that consumers have to a brand, which is the restricted to individual users using the service
most researched notion in brand-consumer in- for personal purposes. It is advised that future
teractions, has a significant impact on a variety research extend to users of Make Over cosmetics
of brand behavior connections (Loureiro et al., used by makeup artists so that they can under-
2012). stand how the brand is more widely used.
According to Zehir et al. (2011), con-
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