Pengaruh Brand Satisfaction, Brand Trust, Dan Brand Experience Terhadap Brand Loyalty Konsumen Pelanggan Emina Cosmetic (Studi Pada Konsumen Mahasiswi Universitas Islam Malang Dan SMAN 1 Kraksaan)

Abstract

Abstract

This study aims to analyze the influence of Brand Satisfaction, Brand Trust, and Brand Experience on Brand Loyalty among Emina Cosmetic users, with the research subjects consisting of female students at SMAN 1 Kraksaan and female undergraduate students at the Faculty of Economics and Business, Universitas Islam Malang. This research employed a quantitative method using a survey approach. The sample consisted of 150 respondents selected through purposive sampling. Data were collected using questionnaires and analyzed using multiple linear regression with the assistance of SPSS software.The results indicate that, among female students at SMAN 1 Kraksaan, Brand Satisfaction, Brand Trust, and Brand Experience have a positive and significant partial as well as simultaneous effect on Brand Loyalty. Meanwhile, among female undergraduate students at the Faculty of Economics and Business, Universitas Islam Malang, Brand Trust and Brand Experience have a positive and significant effect on Brand Loyalty, whereas Brand Satisfaction does not have a significant effect. Simultaneously, the three independent variables jointly have a significant effect on Brand Loyalty.

Keywords: Brand Satisfaction, Brand Trust, Brand Experience, Brand Loyalty, Emina Cosmetic.