Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Diponegoro Journal of Management
Naura Wafa Darmawan
Departemen Manajemen, Fakultas Ekonomika dan Bisnis, Universitas Diponegoro
Decision Sciences, Operations Research & Management

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Kesadaran Merek dan Persepsi Kualitas terhadap Komitmen Melalui Kepuasan Pelanggan dan Kepercayaan sebagai Mediator: Studi pada Konsumen Produk Avoskin Naura Wafa Darmawan; I Made Sukresna
Diponegoro Journal of Management Volume 14, Nomor 4, Tahun 2025
Publisher : Faculty of Economics and Business Diponegoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The rise of the digital era has significantly influenced marketing strategies in Indonesia, including in the beauty industry. This study examines the effect of brand awareness and perceived quality on consumer commitment, mediated by customer satisfaction and trust, among Avoskin product users. Using a quantitative approach, data were collected through online questionnaires from 223 Avoskin users selected via purposive sampling. Structural Equation Modeling (SEM) with AMOS was employed to analyze the direct and indirect effects among variables. Results reveal that brand awareness and perceived quality positively and significantly influence customer satisfaction and trust. Moreover, both satisfaction and trust significantly mediate their impact on consumer commitment. These findings highlight the importance of enhancing brand awareness and perceived quality to foster lasting customer satisfaction, trust, and commitment.
Co-Authors I Made Sukresna