Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Ekopedia: Jurnal Ilmiah Ekonomi
Nur Rafidah Karimah
Universitas Muhammadiyah Bandung
Economics, Econometrics & Finance

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

Found 1 Documents
Search

 1 
Pengaruh Pemasaran Digital dalam Meningkatkan Brand Awarnness dan Loyalitas Pelanggan pada Produk Kosmetik Nur Rafidah Karimah; Halimah Zahrah
Ekopedia: Jurnal Ilmiah Ekonomi Vol. 2 No. 1 (2026): JANUARI-MARET
Publisher : Indo Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/050h7947

Abstract

This study aims to analyze the influence of digital marketing on brand awareness and its impact on customer loyalty toward Hanasui cosmetic products. A quantitative causal research design was employed using a cross-sectional survey of 210 Hanasui consumers. Data were analyzed using multiple linear regression to examine both direct and indirect relationships among variables. The results indicate that digital marketing has a positive and significant effect on brand awareness. Brand awareness significantly influences customer loyalty. Simultaneously, digital marketing and brand awareness significantly enhance customer loyalty. These findings highlight the strategic role of digital marketing in strengthening brand recognition and building long-term customer relationships in the cosmetic industry.
Co-Authors Halimah Zahrah