T his study aims to determine how the influence of the mood of the formation of self-connection and affection of consumers' bonds to the Samsung Smartphone Brand which results in experience and loyalty to consumers. Methods The data used in this study is primary data, namely data collected directly without intermediaries. This research was conducted by distributing questionnaires using a purposive sampling technique to distribute to 350 respondents who have purchased or are still actively using the Samsung Smartphone Brand.The data analysis tool used is the structural equation model (SEM) through the AMOS and SPSS programs, while the reliability test is Cronbach's Alpha. Based on hypothesis testing, the results obtained that Brand experience has a positive effect on Brand Loyalty, Brand Passion mediates a positive effect on Brand experience and Brand loyalty, Self-brand Connection mediates a positive effect on Brand experience and Brand loyalty, Brand Affection mediates a positive effect on Brand experience and Brand loyalty.The managerial implication in this study is maintaining a good perceived experience, the main thing to achieve the Samsung Smartphone Brand is to build bonds with consumers, the uniqueness of the Samsung Smartphone Brand raises the mood of the consumer's desire to have a significant influence on purchase intention. If it is considered unique from competitors, it will cause a good response from consumers' assessments of other distinguishing features, maintaining the good name of the brand and quality and service will generate affection. The Samsung Smartphone brand provides new services that make it easy and satisfy consumers so that they will be loyal and will generate loyalty good