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SITTA SARAYA
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Journal : Master Manajemen

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Pengaruh Brand Experience, Brand Ambassador dan Brand Image Terhadap Brand Loyalty Scarlett Whitening Kuwatno; Sitta Saraya; Lukman Zaini Abdullah
Master Manajemen Vol. 3 No. 3 (2025): Master Manajemen
Publisher : Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/masman.v3i3.963

Abstract

This study looks into how brand experience, brand ambassadors, and brand image influence brand loyalty for Scarlett Whitening products in Kendal Regency. A total of 100 people who use Scarlett Whitening were included in the study. Information was gathered using an online survey on Google Forms. The data was analyzed using multiple linear regression with IBM SPSS 26 software, and responses were measured on a Likert scale. The findings show that brand experience, brand ambassadors, and brand image all have a strong and positive effect on brand loyalty for Scarlett Whitening in Kendal Regency. This is shown by the calculated F value of 99. 805, which is higher than the F table value of 2. 70, and a significance level of 0. 000.
Co-Authors Abd Ulrahman Raad Nouri adminjfh, adminjfh Ahmad Rusly Purba Alfaruq Nirwana Aziz Widhi Nugroho Bagus Hermanto Bintang Amartiya Putri Dian Karisma dio Eka P Eko Nuriyatman Fitria Fitria Handayani, Yusrina Hilmi Khasanah, Dian Ratu Ayu Uswatun Kuwatno Laila Syaidatul Karima Utami Latifah Amir Linda Ikawati Lukman Zaini Abdullah Nahar Surur Puspitasari, Ikka Rengga Kusuma Putra Retno Eko Mardani Sandra Leoni Prakasa Yakub Satriya Nugraha Sintara, Dani Syifa Yuniar, Miandhani Denniz yusrina