| Summary: | The purpose of this research is to examine and explain the role of brand love in mediating the effect of brand experience and brand trust on brand loyalty of OVO users. Determination of the sample using a non-probability sampling method, namely purposive sampling. The research subjects were OVO users with a sample of 112 people. The data were analyzed using the SEM-PLS technique. The results of this study indicate that brand experience has a positive and significant effect on brand loyalty, brand trust has a positive and significant effect on brand loyalty, brand experience has a positive and significant effect on brand love, brand trust has a positive and significant effect on brand love, and brand love can mediates the effect of brand experience and brand trust on brand loyalty. The theoretical implication that can be given from the research findings is that it is able to enrich the development of marketing management science, especially related to e-wallet user behavior and support other empirical studies related to the influence of brand experience and brand trust on brands. love and brand loyalty. The practical implications that can be given from the research findings show that among the three variables that affect brand loyalty, the brand love variable has the highest path coefficient, where this can be a reference for establishing relationships with consumers by means of personalized marketing so as to form good bonds and make connection to OVO users so that users are loyal to the OVO application and are able to recommend it to other consumers.
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