“…In modern times, different studies have been conducted on consumer behavior related to its relationship with customer satisfaction (Trimurti & Utama, 2021;Widayat et al, 2021;Xiao et al, 2011). Indeed, positive consumer behavior provides an opportunity for customer satisfaction for the branding (Yaqub et al, 2022). In this regard, marketers are always concerned about the behavior of the consumer because it has the potential for the development of sustainability in marketing and influencing the consumers (Kutaula et al, 2022;Taghikhah et al, 2021;Xiao et al, 2011;Yaqub et al, 2022).…”