PENGARUH BRAND TRUST DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY MELALUI ELECTRONIC WORD OF MOUTH PADA SKINCARE THE ORIGINOTE

Reynaya Amanda Vania Sitohang, . (2025) PENGARUH BRAND TRUST DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY MELALUI ELECTRONIC WORD OF MOUTH PADA SKINCARE THE ORIGINOTE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The local skincare industry in Indonesia has been growing rapidly, including The Originote, which has gained increasing consumer attention while also facing challenges such as overclaim issues that may affect customer trust and loyalty. This study aims to examine the influence of brand trust and brand image on customer loyalty, with electronic word of mouth (eWOM) as a mediating variable. A total of 155 respondents participated in this study, and the data were analyzed using SEM-PLS through SmartPLS 4.0. The results indicate that brand trust and brand image have a significant effect on customer loyalty. In addition, eWOM also shows a significant influence on customer loyalty. The mediation analysis reveals that eWOM is able to mediate the relationship between brand trust and customer loyalty as well as between brand image and customer loyalty, with both mediation effects categorized as small but significant. These findings suggest that brand trust, brand image, and positive online reviews play important roles in strengthening customer loyalty toward The Originote. Therefore, maintaining transparency, avoiding overclaim practices, and optimizing digital reputation management are essential strategies to sustain customer loyalty.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2210111122] [Pembimbing: Anastasia Bernadin Dwi Mardiatmi] [Ketua Penguji: Pusporini] [Penguji 1: Guntur Syahputra Saragih]
Uncontrolled Keywords: Brand Trust, Brand Image, Customer Loyalty, Electronic Word of Mouth, The Originote
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: REYNAYA AMANDA VANIA SITOHANG
Date Deposited: 14 Apr 2026 14:15
Last Modified: 14 Apr 2026 14:15
URI: http://repository.upnvj.ac.id/id/eprint/41599

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