pengaruh keterikatan merek nasabah terhadap loyalitas merek internet banking dengan pemediasi pengalaman merek online pada bank mandiri

purpose of this study is to determine the influence of customer brand engagement to the loyalty of internet banking brand with mediator online brand experience at bank mandiri. this research is a quantitative research with survey approach using questionnaire distributed to 130 respondents. the questionnaire was measured by likert scale and data analysis was partial least square (pls) technique. the result of this research shows that customer brand bracket engagement has a direct effect of 0.231 on the online brand experience and significant due to the level of significance (p value) = 0.001. brand customer engagement has a direct effect of 0.336 on brand loyalty and significant due to the level of significance (p value) <0.001. online brand experience has a direct effect of 0.441 on brand loyalty and significant due to the significance level (p value)