Understanding Music Festival Brand Loyalty: The Roles of Brand Experience, Perceived Quality, and Brand Trust

Abstract

This study aims to analyze the influence of brand experience on brand loyalty, while considering the mediating roles of perceived quality and brand trust. The subjects of this study were visitors to Sounds of Downtown, an annual music festival in Indonesia. This study used a quantitative approach with an online questionnaire as the data collection method, and successfully collected 245 respondents. The data analysis technique used was Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software. The analysis indicates that brand experience has a positive and significant effect on perceived quality, brand trust, and brand loyalty. In addition, perceived quality and brand trust are also proven to be significant mediators in the relationship between brand experience and brand loyalty. These findings confirm that a positive brand experience not only directly influences loyalty but also strengthens the perception of quality and trust in the brand. The practical implications of these findings are significant for the development of experience-based marketing strategies, particularly in the entertainment and music event industries, providing actionable insights for marketers and event organizers.