The Effect of Luxury Brand and Brand Experience on Customer Loyalty (Coach Brand Case Study)

JURNAL MANAJEMEN MOTIVASI 2026 Open access

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Authors: Anggi Lestari, Didin Hikmah Perkasa
DOI: 10.29406/jmm.v22i1.8610
Cited by: 0

Abstract

This study examines the effects of brand luxury and brand experience on customer loyalty among Coach consumers in Indonesia. A quantitative survey of 200 respondents (purposive sampling) was analyzed using PLS-SEM (SmartPLS 4). The results show that brand luxury positively and significantly affects loyalty (β=0.382; t=3.936; p

Fields of Study & Subjects

Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Retail Behavior Studies

Publication details

Journal / source
JURNAL MANAJEMEN MOTIVASI
Volume
22
Issue
1
Pages
910–923
Publication date
15 January 2026