THE INFLUENCE OF BRAND EQUITY AND EXPERIENTIAL MARKETING ON CUSTOMER LOYALTY IN SUSTAINABLE GREEN BEAUTY PRODUCTS : A CASE STUDY OF SENSATIA BOTANICALS IN BANDUNG

Abstract

This study aims to analyze the influence of Brand Equity and Experiential Marketing on Customer Loyalty in the context of sustainable green beauty products, using Sensatia Botanicals as a case study in Bandung City. Sensatia Botanicals, an Indonesian local brand rooted in Bali, is committed to environmental sustainability through the use of natural ingredients, eco-friendly packaging, and ethical business practices.The research method used is descriptive verificative with a quantitative approach. A total of 100 respondents—consumers who have used Sensatia Botanicals products more than once—were surveyed through online questionnaires. Data were analyzed using multiple linear regression. Results show that both Brand Equity and Experiential Marketing significantly and positively influence Customer Loyalty, both partially and simultaneously. Among the two, Brand Equity exerts a stronger effect. These findings indicate that building strong Brand Equity and delivering meaningful customer experiences are key strategies for enhancing customer loyalty. Therefore, it is important for companies to focus on strengthening brand value while providing engaging and memorable experiences to consumers.