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All Journal Journal of Business Transformation and Strategy
Humaidi
Business Administration, Lambung Mangkurat University
Humanities Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences

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Determinants of Brand Loyalty in the Skincare Industry: The Influence of Brand Satisfaction and Brand Trust among MS Glow Consumers Julaiha; Humaidi; Hairudinor; Setio Utomo
Journal of Business Transformation and Strategy Vol. 3 No. 1 (2026): Journal of Business Transformation and Strategy
Publisher : Magister Administrasi Bisnis ULM

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/jbts.33i1.80

Abstract

Abstract: This study aims to test the partial and simultaneous influence of brand satisfaction and brand trust on brand loyalty on MS Glow products in Banjarmasin City. The method used is a quantitative approach. The sample in this study amounted to 96 respondents who were MS Glow users obtained through purposive sampling techniques. Data collection was carried out using a questionnaire and analyzed using multiple linear regression. The results of the study indicate that brand satisfaction has a positive and significant effect partially on brand loyalty. Meanwhile, brand trust has a positive but not significant effect partially on brand loyalty. Simultaneously, brand satisfaction and brand trust have a positive and significant effect on brand loyalty on MS Glow products in Banjarmasin City
Co-Authors Hairudinor Julaiha Setio Utomo