ANALYSIS OF THE EFFECT OF BRAND EXPERIENCE ON BRAND LOYALTY THROUGH BRAND SATISFACTION AND BRAND TRUST IN WAKOEL REMPAH

The existence of a brand is considered a business pillar so that it can attract consumers to use the product. The purpose of this study was to analyze brand experience on brand loyalty through brand satisfaction and brand trust in customers of Wakoel Rempah Restaurant, Surabaya. The approach used in this research is a quantitative approach. This type of research is explanatory research. The population and sample used in this study were 125 respondents of Wakoel Rempah Restaurant Surabaya.The analysis technique used in this research is SEM PLS. The results of the analysis in this study prove that Brand Experience has a significant effect on Brand Satisfaction and Brand Trust but not significantly on Brand Loyalty. The analysis also shows that Brand Satisfaction has a significant influence on Brand Loyalty and Brand Trust. Furthermore, Brand Trust has a significant effect on Brand Loyalty. Likewise, it is also proven that Brand Experience has a significant influence on Brand Loyalty through Brand Satisfaction but Brand Experience does not have a significant effect on Brand Loyalty through Brand Trust.

management is a process to create value for customers and build good relationships to create value from customers.

Brand
The American Marketing Association (AMA) defines a brand or brand that is as a name, term, sign, symbol, design or combination of all of them to identify a product and differentiate it from competitors (Kotler, 2012: 84). Kotler and Armstrong (2016: 32), explain that the definition of a brand is a name, term, sign, symbol, design or combination of all of which shows the identity of a product or service from one seller or group of sellers and distinguishes it from competitors.
According to Kotler (2007: 65), a brand is not just a guarantee of quality because it includes the following six meanings: 1. Attribute 2. The benefits 3. Score 4. Culture 5. Personality 6. User

Brand Experience
Brand experience is a source of personal information that can be used to form the basis of future decisions, such as repurchase intentions (Chinomona, 2013(Chinomona, : 1304. Growing Brand Experience, when consumers search for products, buy, receive services and consume products.
According to Chinomona (2013Chinomona ( : 1304, when consumers see advertisements or when producers communicate products through the website, that's when Brand Experience is felt directly or indirectly. The four dimensions of Brand Experience according to Marist et al (2014), namely: a. Sensory b. Affective c. Behavioural d. Intelellectual

Brand Satisfaction
Consumer satisfaction is one indicator of the success of a business (Sukesi, 2009: 264). Some indicators of measuring Brand Satisfaction according to Kusuma (2014)) are: a. Satisfaction with the brand b. Satisfaction with the product c. The pleasure on the product

Brand Trust
Trust is a positive expectation that others will not act opportunistically (Robbins and Judge, 2012: 336). From this understanding, it is explained that trust is a general hope that is maintained by individuals whose words from one party to another can be trusted.
The important thing in building long-term relationships between one party and another is trust. Some indicators of measuring brand trust according to Marist et al (2014) these indicators consist of: 1. The brand never disappoints. 2. The brand has guaranteed quality. 3. Safe brand. 4. The brand is the first choice. 5. The brand provides benefits as promised.

Brand Loyality
Brand loyalty according to Kusuma (2014) is a measure of the customer relationship to a brand. This measure illustrates the possibility of a customer switching to another product, especially if the brand has changed, both in terms of price or other attributes. Brand loyalty according to Kusuma (2014: 3) can be measured through: 1. Behavior measures 2. Measuring seithh cost 3. Measuring satisfaction 4. Measuring liking brand 5. Measuring commitment

Conceptual Framework
The conceptual framework in the study design is designed to formulate hypotheses and further data analysis processes. The following conceptual framework has been designed and can be described as follows:

Hypothesis
Hypotheses are temporary answers to research that must be tested for truth based on theoretical and empirical studies.

Analysis Model
Model Analysis in this study can be modeled in the following equation:

RESEARCH METHODS Research Approach and Research Design
The approach in this research is to use a quantitative approach. This type of research is explanatory research. Explanatory research is a type of research to be used as an analysis of the relationship between variables through hypothesis testing (Silalahi, 2009: 30

Research Sites
The location of the research conducted by the researcher is the Wakoel R Spice Restaurant, Surabaya, located at Ruko Icon 21 No. R42 -R43, Jalan Ir. Haji Soekarno, Semolowaru, Sukolilo District, Surabaya City, East Java 60117.

Population and Sample
The population used in this study is the customer of Wakoel R Spice Restaurant, Surabaya. This study uses a sampling technique that is the accidental sampling technique is a sampling technique based on coincidence, ie anyone who accidentally or incidentally meets the researcher can be used as a sample if the researcher views the person that which happened to be found was suitable as a source of data (Sugiyono, 2016: 81). So the sample used in this study was 125 respondents of Wakoel R Spice Restaurant Surabaya.

Types, Data Sources and Data Collection Methods
The type of data used is quantitative data and the source of data needed is primary data. This research uses a direct survey method, namely by distributing questionnaires directly or face to face with respondents who meet the requirements and are easily found by researchers.

Technical Analysis
The analysis techniques used in this study are:

Validity and Reliability Test 2. Structural Equation Model
The steps of PLS-based structural equation modeling (Ghozali, 2016) are as follows: a. Model conceptualization b. Model evaluation (Measurement models, structural models, and hypothesis testing)

RESULTS AND ANALYSIS OF RESEARCH RESULTS Descriptive Analysis (Characteristics of Respondents) 1. Gender of the respondent
Based on the questionnaire data entered, the majority of respondents obtained were female with a total of 70 people (56.0%), while respondents with a female gender totaled 55 people (44.0%).

Age of Respondents
Based on the incoming questionnaire data, most respondents aged 31-40 years old were obtained with a total of 58 people (46.4%), then respondents aged <20-30 years as many as 30 people (24.0%), while the rest were respondents aged 41 -50 years and> 50 years as many as 21 people (16.8%) and 16 people (12.8%).

Descriptive Respondents' Answers a. Mean Brand Experience Analysis (X)
Overall the Brand Experience (X) variable gets a mean value of 3.79, meaning that the variable gets an agreed answer. b. Mean Brand Satisfaction Analysis (Z1) The Overall Average of Brand Satisfaction (Z1) is 3.73. This means that the respondent gave the assessment agreed as well. Based on the results in the table, it can be seen that the results of the reliability testing of all the variables in this research show reliable, this is evidenced from the Cronbach Alpha value> 0.60 where this value is greater than the cut off value specified.

Partial Least Square Analysis (PLS) a. Convergent validity
An indicator is declared to meet convergent validity in the good category if it has a loading factor value> 0.50. The following is the outer loading value of each indicator in the research variable: Based on the convergent validity test that is seen in the table above, it is known that all indicators in each are declared valid as a measure of the construct so that all indicators are feasible or valid for use and can be used for further analysis because all have convergent validity values above 0.5.

b. Descriminant Validity
The discriminant validity test uses the cross-loading value. An indicator is declared to meet discriminant validity if the cross-loading indicator value on the variable is the largest compared to the other variables. Based on the results obtained, it can be stated that the indicators used in this study already have good discriminant validity in preparing their respective variables.

c. Average Variance Extracted (AVE)
The AVE value is satisfactory if> 0.5.
The results of the AVE value for the indicator block that measures the construct can be stated to have a good discriminant validity value because the AVE value> 0.5. This means that all construction variables are stated to have good discriminant validity.

d. Composite Reliability
A variable can be stated fulfilling composite reliability if it has a composite reliability value> 0.70.

Composite Reliability
These results indicate that each variable meets the composite reliability so that it can be concluded that the overall variable is adequate in measuring the latent / construct variable measured so that it can be used in further analysis.

e. Cronbach Alpha
A variable can be declared reliable or meet Cronbach alpha if it has a Cronbach alpha value> 0.6.

PLS Model Results
This study was used to examine the research hypotheses using Partial Least Square (PLS) analysis with the SmartPLS program. Here is a picture of the proposed PLS model.
The inner weight value of Figure 5.3 above shows that the Brand Satisfaction variable is influenced by the Brand Experience variable, then Brand Trust is influenced by Brand Experience and Brand Satisfaction while the Brand Loyalty is influenced by the Brand Experience, Brand Satisfaction and Brand Trust variables described in the structural equation below following. In assessing a model with PLS it starts by looking at the R-square for each latent dependent variable. Changes in the value of R-square can be used to assess the effect of certain independent latent variables on the dependent latent variable whether it has a substantive effect. For endogenous latent variables in the structural model which has an R2 of 0.75 indicating that the model is "strong", R2 of 0.50 indicates that the model is "moderate", R2 of 0.25 indicates that the model is "weak" (Ghozali, 2016). The PLS output as described below: because the T statistic value is 1,664 which means it is smaller than 1.96.

Discussion The Effect of Brand Experience on Brand Satisfaction
The results of data analysis conducted showed that Brand Experience has a significant effect on Brand Satisfaction as evidenced by the t-value of statistics of 5,162 which means it is greater than 1.96, so it can be explained that an increase in brand satisfaction can be formed through the presence of good brand experience. Thus, the first hypothesis which reads "Brand Experience has a significant effect on Brand Satisfaction in Surabaya Wakoel R Spice Restaurant Customers", was declared accepted.
The findings in this study showed that brand experience had a significant effect on brand satisfaction with a positive direction of influence. This influence shows that brand experience has an important role in increasing brand satisfaction. So it can be interpreted that the higher the brand experience experienced by consumers of a brand, the more it will increase consumer satisfaction with the brand.
Thus it can be interpreted if the Wakoel R Spice Surabaya Restaurant wants to increase customer satisfaction with the Surabaya Wakoel R Spice Restaurant brand, the restaurant needs to pay attention to the extent of the experience felt by customers in using the services and products of Wakoel R Spice Restaurant Surabaya.
The results of this study are in line with the results of research conducted by Kusuma (2014) which found that Brand Experience has a significant effect on Brand Satisfaction. The findings in this study also support the findings of a study conducted by Pranadata et al (2017), where the findings prove that brand experience has a significant effect on brand satisfaction.

The Influence of Brand Experience on Brand Loyalty
The results of the data analysis showed that Brand Experience had no significant effect but had a positive effect on Brand Loyalty as evidenced by the statistical t value of 0.455, which means it was smaller than 1.96, so it can be explained that good brand experience can increase brand loyalty but not significantly. Thus, the second hypothesis which reads "Brand Experience has a significant effect on Brand loyalty in Surabaya Wakoel R Spice Restaurant Customers", can be declared unacceptable.
The results of hypothesis testing in this study prove that brand experience has no significant effect on brand loyalty but has a positive effect. This positive influence shows that brand experience has a role in increasing brand loyalty, although not significantly. This role can be interpreted that the better the experience felt by customers in using a brand, the more customer loyalty to a brand will be even though the effect is small, this is caused by the results of testing hypotheses that are otherwise insignificant.
This insignificant finding was since consumers of the Wakoel R Spice Restaurant in Surabaya considered that the better the experience felt by him was able to increase his loyalty to Wakoleh R Spice Restaurant in Surabaya despite its small influence.
Thus, if Wakoel R Spice Surabaya Restaurant wants to increase customer loyalty towards the Wakoel R Spice Surabaya brand, the restaurant needs to improve the customer experience in using the services and products provided by Wakoel R Spice Surabaya Restaurant.
The results of this study support the findings of a study conducted by Pranadata et al (2017) which proves that brand experience has no significant effect on brand loyalty. However, the findings in this study are not in line with the findings of research conducted by Pertiwi et al (2017) wherein the findings it was found that brand experience has a significant influence on brand loyalty.

The Effect of Brand Experience on Brand Trust
The results of data analysis conducted show that Brand Experience has a significant influence on Brand Trust as evidenced from the t value of statistics of 2,641 which means it is greater than 1.96, so it can be explained that an increase in brand trust can be formed through the presence of good brand experience. Thus, the third hypothesis which reads "Brand Experience has a significant effect on Brand Trust in Surabaya Wakoel R Spice Restaurant Customers" can be declared acceptable.
Based on the findings in this study, the effect that occurs between the brand experience variable and brand trust is positive. This finding shows that brand experience has an important role in increasing brand trust. This means that the better brand experience a customer has for a brand, the more it will increase brand trust. This can be interpreted that if the Wakoel R Spice Surabaya Restaurant wants to increase customer confidence in choosing the Wakoel R Spice Surabaya Restaurant, the restaurant needs to pay attention to the extent of experience experienced by customers in using the Wakoel R Spice Surabaya Restaurant brand.
The findings in this study are the same as the results of research conducted by Chinomona (2013) which proves that there is a significant influence between brand experience and brand trust. Likewise, the results of research by Pertiwi et al (2017) prove that brand experience has a role in increasing brand trust.

The Influence of Brand Satisfaction on Brand Loyalty
The results of data analysis conducted shows that Brand Satisfaction has a significant influence on Brand Loyalty as evidenced by the t value of statistics of 2,853 which means it is greater than 1.96, so it can be explained that high brand loyalty can be formed through high brand satisfaction. Thus, the hypothesis fourth, which reads "Brand Satisfaction has a significant effect on Brand loyalty for Wakoel R Spice Restaurant Surabaya customers" can be declared acceptable.
Based on the results of hypothesis testing, the results show that brand satisfaction has a significant effect on brand loyalty with a positive direction of influence. This positive influence means that there is a direct effect so that it can be interpreted that the higher the brand satisfaction, the higher the brand loyalty of the customer for a brand that it uses. By looking at these results, it can be interpreted that if the Wakoel R Spice Surabaya Restaurant wants to increase customer loyalty to the Wakoel R Spice Surabaya brand, the restaurant needs to pay attention to the level of customer trust in the Surabaya Wakoel R Spice Restaurant brand. This is supported by the opinion of Pranadata et al (2017) which reveals that when consumers are satisfied with the overall services obtained, these consumers tend to be loyal.
The results in this study support the findings of Malhan and Anjum (2017) who found a significant influence on brand satisfaction with brand loyalty. This finding is also the same as the results of a study conducted by Chinomona (2013) who found that brand satisfaction has a significant effect on brand loyalty. However, the findings in this study are not the same as the results of research conducted by Pertiwi et al (2017) wherein the research it is proven that brand satisfaction does not have a significant effect on brand loyalty.

The Influence of Brand Satisfaction on Brand Trust
The results of data analysis showed that Brand Satisfaction has a significant effect on Brand Trust as evidenced by the t value of 3,050 which means it is greater than 1.96, so it can be explained that the high brand trust can be increased through high brand satisfaction. Thus, the fifth hypothesis which reads "Brand Satisfaction has a significant effect on Brand Trust in Surabaya Wakoel R Spice Restaurant Customers" can be declared acceptable.
The findings in this study prove that brand satisfaction significantly affects brand trust with a positive direction of influence. This influence means that the higher the brand satisfaction felt by customers, the more it will have an impact on the high brand trust. By looking at these results, it can be interpreted that if the Wakoel R Spice Surabaya Restaurant wants to increase customer confidence in the Wakoel R Spice Surabaya restaurant brand, the restaurant needs to pay attention to the degree of satisfaction that is created in the minds of customers in using the overall services and products offered by the Restaurant Surabaya Wakoel Spice.
The findings in this study support the results of research conducted by Chinomona (2013) who found that brand satisfaction has a significant influence on brand trust. These results also support the findings of Malhan and Anjum (2017) which prove that satisfaction has a significant effect on brand trust. Likewise, the findings of Pertiwi et al (2017) found a significant influence between brand satisfaction and brand trust.

The Influence of Brand Trust on Brand Loyalty
The results of data analysis conducted shows that Brand Trust has a significant influence on Brand Loyalty as evidenced by the statistical t value of 2,421 which means it is greater than 1.96, so it can be interpreted that high brand loyalty can be increased through higher brand trust. Thus, the sixth hypothesis which reads "Brand Trust has a significant effect on Brand loyalty in Wakoel R Spice Surabaya Restaurant Customers" can be declared acceptable.
The findings of this study found that brand trust influences brand loyalty with a positive or direct effect. This positive influence indicates that the higher the brand trust, the more brand loyalty will increase. These results indicate that brand trust has an important role in shaping a customer's brand loyalty.
This supports the statement made by Kusuma (2014) which shows that the better brand trust is formed, the better the brand loyalty in the eyes of consumers. By looking at these results, it can be interpreted that if a Wakoel R Spice Surabaya Restaurant customer wants to get high loyalty by a customer to the Wakoel R Spice Surabaya Restaurant Customer brand, the restaurant needs to build high trust in the customer's mind towards the Wakoel R Spice Restaurant in Surabaya.
The findings in this study are in line with the results of research conducted by Kusuma (2014) which proves that Brand Trust has a significant influence on brand loyalty.

The Effect of Brand Experience on Brand Loyalty through Brand Satisfaction
Brand Experience has a significant influence on Brand Loyalty through Brand Satisfaction, this can be seen from the statistical value of 2,523 which means greater than 1.96. This can be interpreted that the brand loyalty of Wakoel R Spice Restaurant customers in Surabaya can be enhanced by good brand experience through high brand satisfaction as well.
The results showed that Brand Experience has a direct influence on Brand Loyalty through Brand Satisfaction. Thus the seventh hypothesis which reads "Brand Experience has a significant effect on Brand loyalty through Brand Satisfaction in Surabaya Wakoel R Spice Restaurant Customers" is accepted. The results in this study support the findings of Pranadata et al (2017) which proves that brand experience has a significant effect on brand loyalty by being mediated by brand satisfaction variables. This contrasts with the findings of Pertiwi et al (2017), in which the findings prove that brand experience has no influence on brand loyalty through brand satisfaction.

The Effect of Brand Experience on Brand Loyalty through Brand Trust
Brand Experience has a significant influence on Brand Loyalty through Brand Satisfaction, this can be seen from the t value of statistics of 2.523 which means greater than 1.96. This can be interpreted that the customer brand loyalty of Wakoel R Spice Restaurant Surabaya can be improved with a good brand experience through high brand satisfaction as well. The results showed that Brand Experience has an indirect effect on Brand Loyalty through Brand Satisfaction. Thus the seventh hypothesis that reads "Brand Experience has a significant effect on Brand loyalty through Brand Satisfaction in Surabaya Wakoel R Spice Restaurant Customers" is declared accepted.
The results in this study support the findings of Pranadata et al (2017) which proves that brand experience has a significant effect on brand loyalty by being mediated by brand satisfaction variables. This contrasts with the findings of Pertiwi et al (2017), where the findings prove that brand experience does not influence brand loyalty through brand satisfaction.

The Influence of Brand Satisfaction on Brand Loyalty through Brand Trust
Brand Satisfaction does not have a significant influence on Brand Loyalty through Brand Trust, it can be seen from the t value of statistics which is 1.664, which means it is smaller than 1.96. This can be interpreted that the brand loyalty of Wakoel R Spice Surabaya customers can be improved with good brand satisfaction without going through brand trust.
The results showed that Brand Satisfaction did not have an indirect effect on Brand Loyalty through Brand Trust. Thus the ninth hypothesis which reads "Brand Satisfaction has a significant effect on Brand loyalty through Brand Trust in Surabaya Wakoel R Spice Restaurant Customers" is declared unacceptable.
Based on the results of the analysis note that brand satisfaction does not significantly influence brand loyalty through brand trust. This is because consumers of the Wakoel R Spice Restaurant in Surabaya consider that the high satisfaction felt by him will be able to increase his loyalty to the Wakoel R Spice Restaurant in Surabaya without going through high trust in the Wakoel R Spice Restaurant in Surabaya.

CONCLUSIONS AND SUGGESTIONS Conclusions
Based on the results of the research conducted, the following conclusions can be drawn:

Suggestions
Based on the results of the analysis and discussion conducted, the researcher provides several suggestions that can contribute to improving Brand Loyalty and for further research. The suggestions are as follows: 1. It is expected that the Wakoel R Spice Surabaya restaurant can give a good impression to customers to be able to improve brand experience, for example, such as the Wakoel R Spice Surabaya restaurant can evaluate the selection of music used both at certain times such as weekends and weekdays to make a different experience and convenient for consumers. The music that is served by Wakoel R Spice Surabaya Restaurant is preferably an instrumental song (for example Kiss The Rain_Yiruma) during the rainy season and when the summer is jazz or classic (Pure Moods_Dave Koz or Ordinary World_Duran-Duran). So it gives an impression or experience that is different from other producers they do for consumers. Other things that can be developed by Wakoel R Spice Restaurant Surabaya by expanding the room (tables and chairs are reproduced), the floor is made parakeets, walls with designs in wallpaper and given tv too. 2. Another thing that can be developed by the Wakoel Rempah Surabaya Restaurant in the affective is that the products offered both in terms of food and drinks are multiplied by variations or on certain days such as Eid, Christmas or birthdays. Wakoel R Spice Surabaya Restaurant makes unique products and can also be from its tumbler more attractive in design according to the moment