Penelitian ini bertujuan untuk menganalisis pengaruh dari Pengalaman Pelanggan terhadap Loyalitas Pelanggan melalui Brand image dan Brand trust sebagai Variabel Intevening. Jenis penelitian ini merupakan penelitian kuantitatif deskriptif. Penelitian ini menggunakan kuesioner dengan pengukuran skala interval 1-10 sebagai instrumennya. Populasi dalam penelitian ini yaitu konsumen minyak goreng tropical di Kabupaten Kuningan. Sampel yang diambil sebanyak 150 responden dengan menggunakan Teknik Hair. Analisis data menggunakan Uji Structural Equation Modelling (SEM) yang dibantu dengan aplikasi SPSS 25. Hasil penelitian ini menunjukkan bahwa : (1) Pengalaman Pelanggan berpengaruh positif dan signifikan terhadap Brand image Minyak Goreng Tropical. (2) Pengalaman Pelanggan berpengaruh positif dan signifikan terhadap Brand trust Minyak Goreng Tropical. (3) Brand Image berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan Minyak Goreng Tropical. (4) Brand Trust berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan Minyak Goreng Tropical. (5) Pengalaman Pelanggan berpengaruh positif dan signifikan terhadap Loyalitas Pelanggan Minyak Goreng Tropical. (6) Brand Image dapat memediasi pengaruh Pengalaman Pelanggan terhadap Loyalitas Pelanggan Minyak Goreng Tropical (7) Brand Trust tidak dapat memediasi pengaruh Pengalaman Pelanggan Minyak Goreng Tropical.

This study aims to analyze the influence of Customer Experience on Customer Loyalty through Brand image and Brand trust as Intervening Variables. This type of research is descriptive quantitative research. This study uses a questionnaire with an interval scale measurement of 1-10 as its instrument. The population in this study are consumers of tropical cooking oil in Kuningan Regency. The sample taken was 150 respondents using the Hair Technique. Data analysis used the Structural Equation Modeling (SEM) Test assisted by the SPSS 25 application. The results of this study indicate that: (1) Customer Experience has a positive and significant effect on Brand image of Tropical Cooking Oil. (2) Customer Experience has a positive and significant effect on Brand trust of Tropical Cooking Oil. (3) Brand Image has a positive and significant effect on Customer Loyalty of Tropical Cooking Oil. (4) Brand Trust has a positive and significant effect on Customer Loyalty of Tropical Cooking Oil. (5) Customer Experience has a positive and significant effect on Customer Loyalty of Tropical Cooking Oil. (6) Brand Image can mediate the effect of Customer Experience on Customer Loyalty of Tropical Cooking Oil. (7) Brand Trust cannot mediate the effect of Customer Experience on Customer Loyalty of Tropical Cooking Oil.