Investigation of Product Experience and Brand Trust on Customer Loyalty Based in Bali, Indonesia (The Case Study of Frozen Food Brands in Pandemic Covid-19)

Despite the challenges posed by the Covid-19 pandemic, the food and beverages industry have the potential for positive growth. However, it faces intense competition due to similar target markets and brand marketing strategies aimed at providing the best consumer experience. Therefore, this study seeks to examine the relationship between Product Experience and Brand Trust in influencing Customer Loyalty, both individually and collectively. The research employs a quantitative approach and gathers data from 142 individuals who have consumed frozen food products in Bali. Online questionnaires were used for data collection, employing a purposive sampling method, and the analysis was conducted using SPSS. The findings reveal that Product Experience has no significant impact on Customer Loyalty, with a value of 0.215 and a t-count of 1.942 (less than the t-table value of 1.97705). On the other hand, Brand Trust partially affects Customer Loyalty, with a value of 0.568 and a t-count of 7.702 (greater than the t-table value of 1.97705). However, when Product Experience and Brand Trust are considered together, they collectively have a positive and significant impact on Customer Loyalty, with a significance value (F) of 0.000 (less than the significance level of 0.05).These results can be valuable for companies and frozen food business owners looking to enhance their competitive edge and maintain customer loyalty.