The Influence of Brand Experience, Viral Marketing, and Brand Image on Brand Loyalty: A Case Study of Luxxe Studio

Abstract

This study aims to examine the influence of Brand Experience, Viral Marketing, and Brand Image on Brand Loyalty among Luxxe Studio’s target audience. A quantitative research design was employed using a survey method, with data collected from respondents who are familiar with Luxxe Studio’s digital presence. The data were analyzed using multiple linear regression analysis with the assistance of SPSS software. The results indicate that Brand Experience, Viral Marketing, and Brand Image all have a statistically significant influence on Brand Loyalty. These findings suggest that consumers’ experiential interactions with the brand, exposure to shareable and emotionally engaging content, and positive brand perceptions jointly contribute to the formation of loyalty in the digital fashion context. This study provides managerial insight for fashion brands by emphasizing the importance of integrating experiential strategies, viral content design, and consistent brand image development to strengthen consumer loyalty. The findings also contribute to branding and digital marketing literature by confirming the relevance of brand-related factors in shaping loyalty within online fashion environments.