Brand Experience and Psychological Determinants of Loyalty in Chinese Smart Tablet Brands

Ripaldi Krisnanta Hidayat; Djose Kaban; Kurniawati Kurniawati

doi:10.37641/jimkes.v14i3.4793

Authors

Ripaldi Krisnanta Hidayat Universitas Trisakti, Indonesia
Djose Kaban Universitas Trisakti, Indonesia
Kurniawati Kurniawati Universitas Trisakti, Indonesia

DOI:

https://doi.org/10.37641/jimkes.v14i3.4793

Keywords:

Brand Experience, Brand Loyalty, Brand Love, Brand Satisfaction, Brand Trust, Self-Brand Connection

Abstract

Amid intensifying competition in the technology market, understanding the drivers of consumer loyalty has become increasingly critical for brands. This research investigates how brand experience shapes brand loyalty among Indonesian users of Chinese smart tablets. It analyzes four psychological pathways brand love, brand satisfaction, self-brand connection, and brand trust within the Stimulus–Organism–Response (S–O–R) framework. The study evaluates whether brand experience directly promotes loyalty or works through internal psychological processes. Using survey data from 310 respondents, analyzed with Structural Equation Modeling (SEM) in AMOS, the findings show that brand experience strongly enhances brand love, brand satisfaction, self-brand connection, and brand trust, but lacks a direct effect on brand loyalty. Additional analysis reveals that only brand satisfaction, self-brand connection, and brand trust are significant mediators; brand love does not mediate this relationship. The discussion interprets these results through psychological mechanisms triggered by brand experience, emphasizing how affective, cognitive, and identity-based processes contribute to loyalty. The study offers insights into the psychological pathways linking brand experience and loyalty in technology markets.

Downloads

Download data is not yet available.

References

Akoglu, H. E., & Özbek, O. (2022). The effect of brand experiences on brand loyalty through perceived quality and brand trust: a study on sports consumers. Asia Pacific Journal of Marketing and Logistics, 34(10), 2130–2148.

Ali, F., Suveatwatanakul, C., Nanu, L., Ali, M., & Terrah, A. (2025). Social media marketing and brand loyalty: exploring interrelationships through symmetrical and asymmetrical modeling. Spanish Journal of Marketing-ESIC, 29(1), 114-135.

Alrwashdeh, M., Almatarneh, N., Al-Mu ani, L., & Hindieh, A. (2025). In the digital landscape: Can social media marketing activities boost brand loyalty in the Jordanian hospitality sector? Innovative Marketing, 21(3), 92–102.

APJII. (2025). Survei penetrasi internet dan perilaku penggunaan internet. Retrieved on October 17, 2025, from https://survei.apjii.or.id/survei/group/11

Baharuddin, F. N., Mokhlis, S., & Mokhtar, N. F. (2026). Halal fashion consumption: understanding determinants of brand loyalty among hijab consumers. International Review of Management and Marketing, 16(1), 70–83.

Bawazir, F. C., Harianto, E., & Azizurrohman, M. (2024). Building brand loyalty: The role of brand communication, brand identity, and brand experience mediated by brand trust. Jurnal Aplikasi Manajemen, 22(3), 694-712.

Budi, S. C., Hidayat, Z., & Mani, L. (2021). The effects of experience and brand relationship to brand satisfaction, trust and loyalty shopping distribution of consumer philips lighting product in Indonesia. Journal of Distribution Science, 19(1), 115-124.

Chen, C.W., & Demirci, S. (2025). Beyond coffee: how customers’ perceptions of self-congruity and functional congruity influence brand loyalty and eWOM in a name-brand coffee shop. Asia Pacific Journal of Marketing and Logistics, 37(1), 1–18.

Deng, Y., Wang, X., & Li, D. (2025). How does brand authenticity influence brand loyalty? Exploring the roles of brand attachment and brand trust. Asia Pacific Journal of Marketing and Logistics, 37(5), 1255–1279.

Ding, Y., Tu, R., Xu, Y., & Park, S. K. (2022). Repurchase intentions of new e-commerce users in the COVID-19 context: The mediation role of brand love. Frontiers in Psychology, 13(4), 968-972.

Donovan, R. J., & Rossiter, J. R. (2002). Store atmosphere: An environmental psychology. Retailing: critical concepts. 3, 2. Retail Practices and Operations, 2(1), 77-87.

Elalfy, R. M., Elayat, A. M. A., & Elsharnouby, M. H. (2025). Building good brand experience to sustain positive electronic word of mouth: the mediating effect of brand love. Management and Sustainability, 4(2), 217–236.

Firdausiah, R. A., Sunaryo, S., Sumiati, S., & Abidin, N. A. B. Z. (2024). Exploring brand loyalty: revealing the effect of brand experience mediated by brand love and trust among smartphone users in Malang City. Jurnal Aplikasi Manajemen, 22(1), 31–45.

Fitriana, S. A. N., Puspaningrum, A., & Hapsari, R. D. V. (2025). The effect of brand personality in building customer loyalty in umrah travel services through brand trust. Jurnal Ilmiah Manajemen Kesatuan, 13(6), 3955–3966.

Gazi, M. A. I., Ibrahim, M., Masud, A. Al, & Reza, S. M. A. (2025). Brand experiences and loyalty among young smartphone users: a serial mediation analysis. Management Decision, 63(1), 145–163.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis eight edition. Cengage Learning EMEA: United Kingdom.

Hidayat, R. K., & Kurniawati. (2025). Pengaruh social media marketing terhadap brand loyalty pada sepatu olahraga di indonesia: peran mediasi consumer brand engagement, brand awareness, dan self-brand connection. Jurnal Ekonomi Pembangunan, 11(2), 514–536.

Jacoby, J. (2002). Stimulus‐organism‐response reconsidered: an evolutionary step in modeling (consumer) behavior. Journal of Consumer Psychology, 12(1), 51-57.

Jung, S., & Kim, T. H. (2025). The effects of influencer characteristics on brand trust, brand attachment, and brand loyalty among SNS sportswear consumers: Focusing on the MZ generation consumers. Journal of Asian Scientific Research, 15(1), 50–66.

Khowjoy, K., Petmee, P., Phakamach, V., Sriplang, N., Kaewsrem, S., & Chayomchai, A. (2023). Factors influencing brand loyalty: the mediating effect of brand satisfaction and trust. Polish Journal of Management Studies, 27(2), 136–154.

Koay, K. Y., & Low, S. K. (2025). Understanding the influence of chain coffee shops’ innovativeness on brand loyalty through brand satisfaction: a multi-analytical approach. British Food Journal, 127(8), 2868–2885.

Liu, T., & Liu, M. (2024). Does cross-channel consistency always create brand loyalty in omni-channel retailing? International Journal of Retail and Distribution Management, 52(1), 125–145.

Mehrabian & Russell, J. A. (1974). An approach to environmental psychology. London: MIT Press.

Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051.

Mustafa, K., Ahmad, F., Qaisar, M. N., Zada, S., Jamil, S., Anwer, N., ... & Mariam, S. (2022). Brand love: role of online customer experience, value co-creation, and relationship quality. Frontiers in Psychology, 13(7), 897-933.

Na, M., Rong, L., Ali, M. H., Alam, S. S., Masukujjaman, M., & Ali, K. A. M. (2023). The mediating role of brand trust and brand love between brand experience and loyalty: A study on smartphones in China. Behavioral Sciences, 13(6), 502-514.

Nandita, W. V., & Setyawan, A. A. (2025). Examining brand experience, brand trust, and customer satisfaction as predictors of loyalty in halal skincare products. Jurnal Ilmiah Manajemen Kesatuan, 13(2), 1083–1092.

Pirooz, O., Babakhani, T., Hamedi, O., & Torabi, M. (2020). Investigating the relationship between brand self-reliance and loyalty with the mediating role of brand experience: a case study in tehran private hospitals. Archives of Pharmacy Practice, 11(2), 68-76.

Plotkina, D., & Rabeson, L. (2022). The role of transactionality of mobile branded apps in brand experience and its impact on loyalty. Journal of Brand Management, 29(5), 470–483.

Prasetyo, S. S., Berlianto, M. P., & Kho, A. (2024). The crafting unforgettable dining moments: the impact of brand love, satisfaction, and trust on customer experience. Jurnal Nusantara Aplikasi Manajemen Bisnis, 9(2), 290–301.

Pratama, M. R. A., Puspaningrum, A., & Prabandari, S. P. (2025). Perceived value, emotional bonds, and pop culture: Drivers of brand loyalty. Jurnal Ilmiah Manajemen Kesatuan, 13(5), 3473-3484.

Pratiwi, R. S., Salim, U., & Sunaryo, S. (2021). The effect of brand experience and perceived value on brand loyalty mediated by brand trust. Jurnal Aplikasi Manajemen, 19(2), 310–318.

Revaldi, A., Hayuningtyas, L., Kusumastuti Suhardi, P., & Gantini, A. (2022). The effects of brand experience on brand loyalty mediated by brand passion, self-brand connection, brand affection, and customer satisfaction on smartphone users in Indonesia. Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK) 2022, 11(1), 47–60.

Sahoo, D., Mishra, A. S., & Vannem Reddy, H. B. (2024). Evaluating the millennial mothers’ relationship building process with baby care brands across two emerging economies. Journal of Indian Business Research, 16(2), 223–243.

Saktiana, G. M. (2025). The mediating influence of brand trust, perceived quality, and brand love on brand loyalty. Jurnal Ilmiah Manajemen Kesatuan, 13(6), 4487-4500.

Sharma, A. (2024). Impacts of brand commitment, brand reliability, and brand attitude on brand relationship. Intelligent Decision Technologies, 18(3), 2289-2305.

Siahaan, J., Marchelin, T. N., & Wijayanti, C. A. (2023). Pengaruh brand personality, brand experience, self-brand connection, brand love & brand trust terhadap brand loyalty kosmetik wardah. Journal of Management and Business Review, 20(1), 34-54.

Statcounter. (2025). Tablet vendor market share in Indonesia (Monthly Trend, 2023–2025). Retrieved on October, 17, 2025, from https://gs.statcounter.com/vendormarket share/tablet/indonesia/#monthly-202301-202510-bar.

Statista. (2024). Consumer electronics in Indonesia. Retrieved on October 8, 2025, from Available on https://www.statista.com/topics/8354/consumer-electronics-in-indonesia.

Thoa, N. K., & Cuong, D. T. (2024). The impact of brand experience on eWOM: Brand love and brand loyalty as mediators in consumer electronics. Global Business & Finance Review (GBFR), 29(5), 176-186.

Wong, A. (2024). How green sustainability efforts affect brand-related outcomes. Asia-Pacific Journal of Business Administration, 16(5), 1182–1201.

Zhao, D., Shi, X., Wei, S., & Ren, J. (2021). Comparing antecedents of Chinese consumers’ trust and distrust. Frontiers in Psychology, 12(4), 648-663.