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Journal : PASCIDEV: Pasundan Social Science Development

The Role Of Brand Awareness And Customer Experience In Increasing Customer Loyalty At Nailogy Bali Apriningsih, Dewa Ayu Putu; Ardani, Wayan; Widani, Ni Made
Pasundan Social Science Development Vol. 6 No. 1 (2025): Pasundan Social Science Development (PASCIDEV)
Publisher : Doctoral Program of Social Science Pasundan University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56457/pascidev.v6i1.265

Abstract

Customer loyalty greatly influences the success of a business, especially businesses that must follow current trend updates such as Nailart businesses. This study aims to determine the influence of brand awareness and customer experience in increasing customer loyalty at Nailogy Bali. The population in this study were all Nailogy Bali customers totaling 45,533 in 2024. The sample size obtained was 100 customers at Nailogy Bali. The sample size was calculated using the Slovin formula. The sample used in this study was taken using a purposive sampling method. Testing was carried out by testing research instruments, Classical Assumption Tests, with data analysis techniques using Multiple Linear Regression Analysis, Determination Analysis, Partial Test (T Test) and Simultaneous Test (F Test). The findings in this study are that brand awareness has a positive and significant effect on Nailogy Bali customer loyalty with a calculated t value of 5.372 with a significance value of 0.000 (0.000 <0.05) and a regression coefficient that has a positive value of 0.331. Customer experience has a positive and significant effect on customer loyalty of Nailogy Bali with a calculated t value of 10.172 with a significance value of 0.006 (0.000 <0.05) and a regression coefficient of 0.490. Brand awareness and customer experience simultaneously have a positive and significant effect on customer loyalty of Nailogy Bali with a calculated F value of 185.716 with a significance of 0.000. Because the significance value is smaller than 0.05 (0.000 <0.05). The results of this study are expected to be a reference for Nailogy Bali management that to increase customer loyalty, it is necessary to increase brand awareness and customer experience.
Co-Authors Aidil Amin Effendy Alfiani, Nur Hafni Anak Agung Elik Astari Anak Agung Ketut Sriasih Aprih Santoso Apriningsih, Dewa Ayu Putu Ardiansyah, Wisnu Ari Sudiartini, Ni Wayan Ariani, Ni Kadek Ayu Artaningsih, Ni Kadek Ashfaq Hossain Khan Asrowardi, Imam Azhar Affandi Budhiyasa, Putu Denok Sunarsi Devi, Ni Made Satya Risma Dewi, Ni Made Rai Candra Diantara, Putu Jeje Surat Ekastuti, Ida Ayu Agung Emaya Kurniawati Endang Kustini Hastono Hastono Hignasari, L. Virginayoga Hulandari, Ni Ketut Puspita I Gusti Ayu Diah Werdhi Srikandi WS I Gusti Ayu Ketut Giantari I GUSTI LANANG GOLDEN JAYADI I Ketut Rahyuda I Made Aditya Wardana I Nengah Aristana I Nyoman Sucipta I Putu Gde Sukaatmadja Iis Noviyanti Kadek Pradnya Prayoga Kardini, Ni Luh Laksmana, Komang Agus Rudi Indra Mahendra, I Made Agus Mohammad Farhan Zeb Khan Muna, Gusti Ayu Sapta Ni Kadek Anggi Dwi Arnita Ni Ketut Murdani Ni Ketut Murdani Ni Ketut Murdani Murdani Ni Pande Kadek Candraningsih Ni Pande Kadek Candraningsih Ni Putu Andini Desiyanti Laksmi Ni Putu Ayu Trefi Cahaya Wati Ningrum, Safitri Novita Anjasari Nuriani, Ni Nyoman Trisna Pratama, I Gede Juni Putra, I Nyoman Septin Adi Putri, Ida Ayu Sasmitha Putu Ari Mulyani Putu Ari Mulyani, Putu Ari Putu Jeje Surat Diantara Santi, Putu Nia Purnama Sari, Kadek Diana Sari, Ni Kadek Nova Yulita Sari, Ni Made Mutiara Sri Suprapti Srikandi WS, I Gusti Ayu Diah Werdhi Subawa Gede Agus Sudiartini Ni Wayan Ari Sunarsi, Denok Suriantari, Ni Kadek Eni Suwidia, I Putu Tresna Dewi, Putu Yuli Utami, Ni Luh Marcela Yati Wahyuni, Evy Widani, Made Widani, Ni Made Wira Putri, Luh Gd.Devani Astrid wishanesta, i kadek donny Yanti, Ni Wayan Nova Yuliani, Ni Kadek Tiara Yusmini, Ni Made