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Harti
Universitas Negeri Surabaya
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Journal : Jurnal Mantik

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THE EFFECT OF BRAND TRUST AND BRAND EXPERIENCE ON BRAND LOYALTY THROUGH EMOTIONAL BRAND ATTACHMENT TO WARDAH COSMETICS Arti Mayangsari; Harti Harti
Jurnal Mantik Vol. 6 No. 1 (2022): May: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

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Abstract

This study aims to determine the effect of brand trust and brand experience on brand loyalty to Wardah cosmetics customers, which is mediated through emotional brand attachment. All female consumers of Wardah Cosmetics are the population in this study. By using the purposive sampling method, 100 (one hundred) respondents were selected. The sample of this research must consist of female consumers who have used Wardah Cosmetics for a minimum of 17 years and have usedWardah Cosmetics products at least 2 (two) times. The strategy applied to collect data is to use a questionnaire with a Google form. To evaluate the data, this study applies the "Structural Equation Modeling (SEM)" technique based on variance, especially "Partial Least Square (PLS)", which is calculated with the SmartPLS 3.0 application. The equation models tested include the outer model, inner model, and hypothesis testing. The results showed that "brand trust affects brand loyalty, brand experience has not affected brand loyalty; emotional brand attachment affects brand loyalty, brand trust has not affected emotional brand attachment; brand experience affects emotional brand attachment; brand trust has not affected brand loyalty through emotional brand attachment; brand experience affects brand loyalty through emotional brand attachment.
Co-Authors Abdul Aziz Apriyanda Adi, Nugroho Prasetya Ady Soejoto ADY SOEJOTO Albrian Fiky Prakoso Andriani, Lina Atika apriyanto Hadi Putera Arin Indawati Arina Salsabilla Haq Arti Mayangsari Bambang Suratman BAMBANG SURATMAN Bayu Surindra Cindi Laraswati Devangga Putra Adhitya Pratama DEWI PAWISTRI, KRISTINA Didik Nurhadi Diyah Widiyanti Elmy Nur Faidah Excellent, Fitriani Fadilah Sarasuni FAHMI HAQIQI, MUCHAMMAD Faidah, Ning Faidah, Ning Fidia Tridiwianti Finisica Dwijayanti Patrikha Finisica Dwijayati Patrikha FITRIA SAGITA SARI, VEBRIANA Hanifah Fathia Salsabila Hapsari, Dita Hariyati Hervina Dwi Septorini Iffathurjannah, Mitha Indriyani Ilahiyyah, Inayah Imam Syafi'i Inayah Ilahiyyah Inayah Ilahiyyah Inti Nahari Isna Aulia Nur Habibah Isna Aulia Nur Habibah Istianah Istianah Istianah Istianah Joko Puji Rahmanto Jun Surjanti KUSUMANINGTYAS, INDARTI Lela Yunikartika Lina Atika Andriani LUCKY RACHMAWATI Luqman Hakim Lutfatul Latifah Megananda Devi Puspa Safitri Mitha Indriyani Iffathurjannah Muchammad Ghozi Izzuddin MUHAMMAD ABDUL GHOFUR Muhammad Thohir Nadya Alifia Wardah Nadya Alifia Wardah Naumi Dwi Yanuar Nina Fitriya Yulaika NINGSIH AGUSTINA, LIN NORIDA CANDA SAKTI Norida Candra Sakti Nurida C.s. Nurul Isnaini PUSPITA ARUMNINGTYAS, DESSY Raya Sulistyowati Reynaldi Dwi Junianta Rikasari Risa Mardiana Saino SAINO Saino Salsabila, Hanifah Fathia Sarasuni, Fadilah Sari, Ida Rosita Seno, Tony Septyan Adhi Kristanto Septyan budy Cahya Siti Anisah Siti Nurul Qomariyah Siti Sri Wulandari Sri Setyo Iriani Susanti Susanti Thaharah Firdayana Dewanti tia ayu hidayah Tri Sudarwanto Veni Rafida Vivi Pratiwi Waspodo Tjipto Subroto Yoyok Soesatyo Yoyok Susatyo Yulaika, Nina Fitriya