The Role of Brand Love in Mediating the Effect of Brand Satisfaction and Brand Trust on Brand Loyalty (Study on Local Fashion Brand “HANAKA” in Denpasar, Bali, Indonesia)

ABSTRACT : In this era of globalization, the competitive climate in the business world is getting tighter, sothat many companies are trying to prevent their sales from decreasing. Some companies realize that the value ofa brand becomes a company’s identity in selling their products. This study aims to explain the role of brand lovein mediating the effect of brand satisfaction and brand trust on brand loyalty. This research was conducted on 85respondents with purposive sampling and analyzed by path analysis. The results show that brand trust has apositive and significant effect on brand loyalty, brand satisfaction has a positive and significant effect on brandloyalty, brand satisfaction has a positive and significant effect on brand love, brand trust has a positive andsignificant effect on brand love, brand love has a positive and significant effect on loyalty. brand, brand love isable to mediate brand satisfaction on brand loyalty and brand love is able to mediate brand trust on brandloyalty.

Keywords: Brand Love, Brand Satisfaction, Brand Trust, Brand Loyalty.