@article{Susanti_Rafika_Melinda_2021, title={Consumer Brand Engagement on Brand Loyalty: The Role of Brand Satisfaction as a Mediating Variable}, volume={5}, url={https://knepublishing.com/index.php/KnE-Social/article/view/8818}, DOI={10.18502/kss.v5i5.8818}, abstractNote={<p>Purpose: this study examined the impact of CBE on brand loyalty directly and indirectly through brand satisfaction. Design/methodology/approach: the survey was given to 80 Islamic banking customers from four leading Islamic banks in Indonesia. The analysis used partial least squares structural equation modeling. Findings: the research findings found a direct relationship between CBE and brand loyalty and an indirect relationship using the brand satisfaction variable as the mediating variable. Research limitations: this study did not use indicators that focus on Islamic banking. Practical implications: these studies are essential to building long-term success. For brand managers, concrete steps can be taken by involving consumers in unique and memorable activities. Originality/value: CBE had an indirect effect on brand loyalty by using brand satisfaction as a mediating variable in Islamic banking.</p> <p><strong>Keywords:</strong> consumer brand engagement, brand satisfaction, brand loyalty, Islamic banking</p&gt;}, number={5}, journal={KnE Social Sciences}, author={Susanti, Evi and Rafika, Mila and Melinda, Tina}, year={2021}, month={Mar.}, pages={306–322} }