Pengaruh Brand Satisfaction, Brand Trust, Dan Brand Experience Terhadap Brand Loyalty Wardah Cosmetic (Studi Pada Konsumen Kosmetik Wardah di Kota Malang)

Abstract

Abstract

 

This study aims to determine and analyze the effect of brand satisfaction, brand trust, and brand experience on brand loyalty of Wardah Cosmetics (study on consumers of Wardah cosmetics in Malang). Considering that the competition for the cosmetic market share is now increasingly intense, various cosmetic products from the latest brands are present providing no less good quality, while on the other hand Wardah itself is a cosmetic brand that has long been present among consumers, so it needs to be investigated whether brand satisfaction is true, brand trust, and brand experience have an influence on brand loyalty Wardah Cosmetics. This type of research uses explanatory research with quantitative methods. The sample in this study is consumers of Wardah cosmetics who live in the city of Malang with a total of 95 respondents. Data was collected by distributing questionnaires. Analysis of the data used in this study using validity and reliability tests, normality test, multiple linear regression analysis, multicollinearity test, heteroscedasticity test, coefficient of determination R2, F test and t test.

The results showed that simultaneously brand satisfaction, brand trust, and brand experience had a positive effect on brand loyalty Wardah Cosmetics, brand satisfaction had a negative effect on brand loyalty Wardah Cosmetics, brand trust proved to have a positive and significant effect on brand loyalty Wardah Cosmetics, brand experience proved to have a positive and significant effect on brand loyalty Wardah Cosmetics.

 

Keywords: Brand Satisfaction, Brand Trust, Brand Experience, Brand Loyalty, Wardah Cosmetic