Penelitian ini bertujuan untuk mengetahui pengaruh brand trust dan brand experience terhadap brand loyalty pada La Tulipe kosmetik yang dimediasi melalui emotional brand attachment. Jenis penelitian ini menggunakan penelitian kuantitatif. Seluruh konsumen La Tulipe kosmetik merupakan populasi dalam penelitian ini. Teknik pengambilan sampel menggunakan metode purposive sampling yang berjumlah 111 (seratus sebelas) responden. Kriteria responden dalam penelitian ini adalah konsumen yang pernah membeli dan menggunakan La Tulipe kosmetik lebih dari dua kali dengan usia 17 tahun ke atas dan berdomisili di Kota Surabaya. Pengumpulan data menggunakan kuesioner. Untuk mengevaluasi data penelitian ini menerapkan teknik Structural Equation Modeling (SEM) berbasis varians khususnya Partial Least Square (PLS) yang dikalkulasikan dengan aplikasi SmartPLS 4.0. Uji yang dilakukan meliputi outer model, inner model, kecocokan dan kebaikan model. Hasil penelitian menunjukkan bahwa brand trust tidak berpengaruh terhadap brand loyalty, brand experience berpengaruh terhadap brand loyalty, emotional brand attachment berpengaruh terhadap brand loyalty, brand trust tidak berpengaruh terhadap emotional brand attachment, brand experience berpengaruh terhadap emotional brand attachment, brand trust tidak berpengaruh terhadap brand loyalty melalui emotional brand attachment, brand experience berpengaruh terhadap brand loyalty melalui emotional brand attachment.

Kata Kunci : brand trust; brand experience; emotional brand attachment; brand loyalty.

This study aims to determine the effect of brand trust and brand experience on brand loyalty to La Tulipe cosmetics which is mediated through emotional brand attachment. This type of research uses quantitative research. All consumers of La Tulipe cosmetics are the population in this study. The sampling technique used a purposive sampling method, totaling 111 (one hundred and eleven) respondents. The criteria for respondents in this study are consumers who have purchased and used La Tulipe cosmetics more than twice, aged 17 years and over and domiciled in the city of Surabaya. Data collection uses a questionnaire. To evaluate the research data, we apply variance-based Structural Equation Modeling (SEM) techniques, especially Partial Least Square (PLS) which is calculated using the SmartPLS 4.0 application. The tests carried out include the outer model, inner model, suitability and goodness of the model. The research results show that brand trust has no effect on brand loyalty, brand experience has an effect on brand loyalty, emotional brand attachment has an effect on brand loyalty, brand trust has no effect on emotional brand attachment, brand experience has an effect on emotional brand attachment, brand trust has no effect on brand loyalty through emotional brand attachment, brand experience influences brand loyalty through emotional brand attachment.

Keywords : brand trust; brand experience; emotional brand attachment; brand loyalty.