Brand Loyalty in The Smartphone User’s: The Role of Brand Credibility and Consumer Convenience

This study analyzes consumer loyalty from attitudes on credible knowledge sources and the emotional experience due to first perception Data was collected 107 smartphone users through questionnaires interviews. The SEM-PLS compound technique used analyze data with a pathway mediated by comfort decision of credibility brand loyalty. results show that there is positive correlation between consumer's attitude credibility. Furthermore, experiential marketing positively influences hallo effect consumers attitude, which directly impacts convenience, However, negative relationship convenience Similarly, has not processed in shows customer can be influenced their provides signal examined Model helps managers understand how branding process investment may provide confidence based comfortable decisions.