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Faizal Mulia Z
Univesitas Muhammadiyah Sukabumi
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Analysis of Brand Reputation and Brand Trust in Increasing Customer Loyalty of Local Cosmetic Brand (Survey of Emina Cosmetics Users in Sukabumi City) Siti Nurlela Sari; Asep M. Ramdan; Faizal Mulia Z
Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences Vol 5, No 2 (2022): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i2.5190

Abstract

The purpose of this research is to measure how much influence brand reputation and brand trust have in increasing customer loyalty of local cosmetic brand Emina Cosmetics in Sukabumi City. The method used in this research is descriptive quantitative method and associative method with a quantitative approach. The sampling technique in this study used a non-probability sampling technique using purposive sampling involving 397 female respondents using Emina Cosmetics in Sukabumi City. The data analysis technique used is multiple linear regression analysis which includes multiple correlation coefficient test, coefficient of determination test, simultaneous test (F test) and partial test (T test). Research result by using the F. test shows that the calculated F valueof 256.896 > F table 3.01 with sig level. 0.00 0 < 0.05 which means that Brand Reputation (X1) and Brand Trust (X2) simultaneously have a positive and significant effect on Customer Loyalty (Y). Furthermore, using the T-test shows that each t - value Brand Reputation (X1) and Brand Trust (X2) equal to 10.878, 11.330 > t table 1.97 with sig level. 0.00 0 < 0.05 which means that Brand Reputation (X1) and Brand Trust (X2) partially have a positive and significant effect on Customer Loyalty (Y).
Co-Authors Acep Samsudin Adzkya, Adzkya Shaqiela Agnes Dwi Pangestu Ahmad Pauzi Ai Mulyaningrum Ajeng Ayu Wardhani Putri Alghiffari, Mohammad Fikri Alicia Puteri Herdiany amalia faradilah suhendi Amalia, Salma Andini Nidia Putri Andyta Rizki Octaviana Angellita Zulfa Ferrati Vutri Anggara Putra Munggaran Anggia Puspa Ardiani Anggraeni, Yovita Anggry Tri Hernizar anisa nurfitriani Anissa Fitria Damayanti Anisya, Nur Annisa Drajat Anugrah, Rafa Ardina Anjani Aris Manudin Asep Muhamad Ramdan Asrori Muhtarom Astria, Indria Sri Ayu Puji Astuty Bilqis Nabillah Galih Danial, R, Deni Muhammad Darajat, Nazmah Pauziah Deni Muhammad Danial Denisha Sundari Ekanurrahman Deuis kartinah Devilia, Wanda Dicky Djohansyah Dicky Jhoansyah Dini Kartika dini kartika Dio Alif Ramadhan Dion Setianto Elsa Yulianti Eneng Susan Erry Sunarya Erry Sunarya Ervina Widiastuti Fahmi Abdul Muiz fani Rismayanti Farijah, Alni Nuraeni Farijah, Alni Nuraeni Febi Fatimah Firdiena, R. Viera Raina Firhan Dwi Januar Fitria, Nadella Nur Galis Garnia Gery J Pangestu Haniva Purwanty Haq, Qubaila Nurul Hartika, Dela Hasanah, Alif Piya Nurul Haura Ananda Putri Haura Ananda Putri Hikmah Nurfaidah Ibnu Agung Permana Ifany Nursaumi Ikaningtiyas, Maharani Ima Halimah Ima Halimah Indria Sri Astria Intan Permatasari Kamal, Ananda Rizkia Khairunnisa, Risvi Meilan Kokom Komariah Kokom Komariah KOKOM KOMARIYAH Leofani Deris Lia Suliah Luki Abdul Hakim S Lusi Nur Fajriani M Nur Alamsyah Manuhutu, Fitria Andriani Marsya Ma’ruvinna El-Mekka Rostianto Maulana Abdul Rohman Maulana Ramdhani Melati Putri Agustini Melinda Anastasya Mella Azhar Nisrina Meysha Alyani Vinasti Mike Komalasari Mohammad Ilham Muhamad Ramdan, Asep Muhamad Syahrul Kurniawan Muhtarom, Asrori Mutiara Regina Agustiana Nandy Gumilang M Natasya, Ayudiya Neneng Fitri Riani Neng Nia Fania Nor Norisanti Nu Putri Novia Rizky Nur Anisya Nur Fitri Indriani Nurhalimah, Sifa Nurwahidah, Sita Prilla Waristina Gunarto Putri Alisa Puspita Dewi Putri Salma Alifia R Deni Muhammad Danial R.Deni Muhammad Daniel Raihan Mughits Shalshabill Rayyisa Nurul Haq Resha Afrilla Resta Restiani Restiani, Resta Reza Eka Perdana Riana Aulia R Rifera Cita Adeba Rihan Rahmawati Rika Indriani Rintalla, Maulidya Riska Pebriyanti Riske Aulia Putri Rismawati, Rika Rizky Adhinugroho Rizky, Nu Putri Novia Rizqi Anugrah Sally Oktaviani Sandra Ayu A Sandra Tiara Herliza Selawati Selawati Setianto, Dion Shaquila Farah Aprila Shintya Yuliana Sintia Anjani Sita Nurwahidah Siti Latifah Siti Maria Ulpah Siti Maryam Agustina Siti Nurlela Sari Siti Nurleni Siti Resna Wulandari S Sofia Maulida Solihudin Solihudin Sopyan Saori Syifaurrohmah, Syifaurrohmah Tegar Maulidi Putra ulhaq, Anbia Utari Adetianingsih Viscal Muhamad Khalis Wahyu Restu Illahi Wahyudin, Salsabila Widyasmarani Putri Mujiyanti Wiwin Rosmiyanti Agustin Yesi Rahmawati Yeti Laelasari