Alicia Dafifah Alief, . (2024) PENGARUH BRAND TRUST, BRAND EXPERIENCE, DAN BRAND LOVE TERHADAP BRAND LOYALTY (STUDI KASUS PADA KOSMETIK WARDAH). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The purpose of this study is to analyze whether Brand Trust, Brand Experience, and Brand Love have contributed to Brand Loyalty in Wardah cosmetics. Brand Trust, Brand Experience, and Brand Love are independent variables in this study. Meanwhile, Brand Loyalty is the dependent variable. This study involved 100 female respondents with ages ranging from 15 years who are users of Wardah brand cosmetics in South Jakarta and have made repeat purchases for the same product at least twice. Data collection was carried out through a questionnaire containing 24 indicators with a five-point Likert scale as a measurement tool. Descriptive analysis and SEM-PLS analysis with SmartPLS 4.0 software were applied to analyze the data. The findings of this study show that there is no relationship between Brand Trust and Brand Loyalty. Meanwhile, Brand Loyalty is significantly influenced by Brand Experience and Brand Love. The limitations of this study include the absence of comparisons between objects, so the results only apply to the object under study.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110111115] [Pembimbing: Maria Assumpta Wikantari] [Penguji 1: Nobelson] [Penguji 2: Guntur Syahputra Saragih] |
| Uncontrolled Keywords: | Brand Experience, Brand Love, Brand Loyalty, Brand Trust, Wardah Cosmetics |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | ALICIA DAFIFAH ALIEF |
| Date Deposited: | 11 Feb 2025 07:06 |
| Last Modified: | 11 Feb 2025 07:06 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34580 |
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