Analysis of the Effect of Brand Experience, Brand Love, Product Quality, and Social Media Marketing on Brand Loyalty through Brand Trust as a Mediating Variable

This study aims to determine and analyse the influence of brand experience, brand love, product quality and social media marketing on brand loyalty through brand trust as a mediating variable in a case study of consumers at Gita Rasa Pemalang Restaurant, both directly and indirectly. This study uses purposive sampling and accidental sampling techniques with a sample of 100 respondents. The analytical tools used in this study include validity testing, reliability testing, classical assumption testing, hypothesis testing, t-test, multiple linear regression, path analysis, and Sobel's test. The validity results for each variable statement item are valid. The reliability results for each variable statement item are reliable. The partial results of the study show that the variables of Brand Experience (X1), Brand Love (X2), and Product Quality (X3) have a significant effect on Brand Loyalty (Y), while the variable of Social Media Marketing (X4) has no significant effect on Brand Loyalty (Y). there is an influence between Brand Experience (X1), Brand Love (X2), Product Quality (X3), Social Media Marketing (X4) on Brand Loyalty (Y) through Brand Trust (Z) as an immediate variable, the Brand Trust (Z) variable influences Brand Loyalty (Y).