Brand Fidelity Millennial Generation on Halal Cosmetic Brand Through Brand Experience and Brand Trust: The Role of Brand Love as Mediation

The study focuses on Millennials in Bekasi City to examine the relationship between brand experience, trust, love and loyalty. This uses a quantitative approach with convenient sampling survey methods collect data from 100 respondents. In this study, are analyzed using structural equation modeling (SEM) Smart PLS software. Findings show that experience trust have positive impact love. Furthermore, positively affect loyalty, whereas does not. also found terms of loyalty is mediated by indicates plays mediating role research highlights importance emotional connection building especially for brands based religion beliefs. Marketers should focus creating experiences, consumer fostering ultimately increasing