Kemajuan teknologi mempertajam persaingan di industri elektronik yang dituntut untuk memberikan fleksibilitas dan efisiensi. Perkembangan teknologi yang semakin marak membuat perusahaan berlomba-lomba berinovasi seperti Samsung sebagai pelopor terkuat smartphone lipat pertama berlayar AMOLED. Penelitian ini bertujuan untuk mengetahui pengaruh brand coolness, brand love, brand engagement, customer delight, cutomer psychological wellbeing terhadap brand loyalty dan moderasi dari brand experience. Penelitian ini menggunakan pendekatan kuantitatif melalui survei kepada pengguna Samsung Galaxy Z Flip dan Samsung Galaxy Z Fold. Data dikumpulkan dan dianalisis menggunakan metode statistik untuk mengidentifikasi hubungan dan pengaruh antar variabel. Konstruksi model dan keterikatannya diuji dengan partial test square-structural equation modelling (PLS-SEM) dengan program SmartPLS4. Kebaruan dari penelitian ini adalah pengajuan model penelitian empiris yang belum pernah digunakan dalam memprediksi brand loyalty pada produk Samsung Galaxy Z Flip dan Samsung Galaxy Z Fold. Temuan dari penelitian ini diharapkan dapat memberikan wawasan strategis bagi Samsung dalam meningkatkan brand loyalty pengguna Samsung Galaxy Z Flip dan Samsung Galaxy Z Fold. Kata kunci: Brand Coolness; Brand Love, Brand Engagement, Customer Delight, Cutomer Psychological Wellbeing, Brand Loyalty, Brand Experience / Technological advancements are intensifying competition in the electronics industry, which is increasingly required to deliver flexibility and efficiency. The rapid development of technology has led companies to compete in innovation, with Samsung being a strong pioneer of the first foldable smartphones featuring AMOLED screens. This research aims to examine the influence of brand coolness, brand love, brand engagement, customer delight, and customer psychological well-being on brand loyalty, as well as the moderating effect of brand experience. This study employs a quantitative approach by conducting surveys among users of Samsung Galaxy Z Flip and Samsung Galaxy Z Fold. Data is collected and analyzed using statistical methods to identify the relationships and effects among the variables. The model construction and its linkages are tested using Partial Least Squares-Structural Equation Modelling (PLS-SEM) with the SmartPLS4 software. The novelty of this research lies in the proposed empirical model, which has not been previously used to predict brand loyalty in Samsung Galaxy Z Flip and Samsung Galaxy Z Fold products. The findings of this study are expected to provide strategic insights for Samsung in enhancing brand loyalty among users of Samsung Galaxy Z Flip and Samsung Galaxy Z Fold. Keywords: Brand Coolness; Brand Love, Brand Engagement, Customer Delight, Cutomer Psychological Wellbeing, Brand Loyalty, Brand Experience