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Surachman Surachman
University of Tanjungpura
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Journal : Management and Economics Journal (MEC-J)

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The Influence of Brand Image and Brand Love on Customer Loyalty Mediated by Customer Engagement: Study on Consumers of Wardah Cosmetics Nurfitriana, Rizqi; Surachman, Surachman; Hussein, Ananda Sabil
MEC-J (Management and Economics Journal) Vol 4, No 2 (2020)
Publisher : Faculty of Economics, State Islamic University of Maulana Malik Ibrahim Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18860/mec-j.v4i2.6251

Abstract

Industrial cosmetics growth has increased every year. This situation makes a tight competition among the Cosmetic companies. Cosmetic companies try to create customer loyalty so they could sustain their business. Prior studies have examined variables that affect customer loyalty, yet only few studies have examined the effect of brand image, brand love and customer engagement in creating customer loyalty. This study aims to determine the effect of brand image, brand love, and customer engagement on customer loyalty of consumer Wardah Cosmetics in Malang. This study was explanatory with a quantitative approach and survey methode conducted on 150 respondents in Malang. Nonporbability sampling with purposive sampling technique was used. Data analysis process used by Partial Least Square (PLS). Results reveal that brand image and brand love has simultaneously significant effect on customer engagement. Brand love has significant effect on customer loyalty while brand image has no significant effect on customer loyalty. Customer engagement was also found to act as a mediator in this study. The results also reveal that customer engagement influences customer loyalty. The results of this study can prove helpful to practitioners about enhancing loyalty in their company based on brand image, brand love and customer engagement. The result of the research can also be a reference for future research.
Co-Authors 'Azizah, Nur Wafiq Abdul Wahid Nuruddin Aditya Nugroho agus ruliyansyah Agustina Listiawati Ahmad, Thami Raihan Dhia Ainur Rofiq Alvi Furwanti Alwie Ananda Sabil Hussein Andarwati Andarwati Anjasmara, Anjasmara Apriani, Salbina Archendy, Andre Doggy Ardianto, M. Rafi Armanu Thoyib ASFAR, ANDI HASRYNINGSIH Asnawati Asnawati Atim Djazuli Auliana, Sigit Ayas, Yustianus Dandi Basuni, Basuni Benget Tambunan, Benget Darojatin, Kharisma Darussalam Darussalam, Darussalam Demero, Alexander Frengky Dini Anggorowati Djabbar, Azhar Rizteki Djaya, Yansor Djumahir Djumahir Djumilah Hadiwidjojo Djumilah Zain Dodi Wirawan Irawanto dupa bandem, putu Dwi Zulfita Eka Afnan Troena Eko Ariyanto Eko Siswanto Emma Yulianti Endo, Petrus Eva Dwi Astutik Evi Dora Sembiring Evi Gusmayanti fatoni, malik Febriana Febriana, Febriana Febrianti, Cantika Berliana Februanto, Heru FRANSISKA, EVA Fristiwa, Yudika Fuad Achmadi Ghazali, Fardhoni Grace, Christantia Adventi Guido, Adrianus Haithami, Ibnu Handayani, Umi Mafida Ustahiroha Hanifah, Cahyarani Adi Hari Irawan, Hari Hariyanti, Agus Harum, Dwi Asih Sekar I Nyoman Pujawan Ibrohim Iis Nurasiah Iwan Sasli Jefri Jefri Junianti, Clara Magdalena Karimah, Yenny Dewi Khadijah, Ina Khaeruman Komariyati Komariyati Kurniawan, Yohanes Jordy Laila Zulhijja Layyinah, Layyinah LENI TRIANA, LENI Linda, Linda - Mahadewi, Lufina Manshur Awalludin Margono Setiawan Masulah, Masulah Maulidi Maulidi Mugiono Mugiono, Mugiono Mulyadin, Mulyadin Murti Astuti Mustakim Mustakim Nasir Widha Setyanto Nazara, Jefirstino Nur Khusniyah Indrawati Nurfadillah Nurfadillah Nurfitriana, Rizqi Padmarsari, W. Pambudi, Rian pamungkas, Bintang Putra Permata, Nuniek Pramudi Harsono Raden Irna Afriani Radiansyah, Rino Rahayu, Noviyani Rahmawati, Aulia Yumnaa Rahmidiyani Rahmidiyani, Rahmidiyani Rasyid, Mentari Retno Purwani Setyaningrum Rifkidananto, Ardhana RIKA KARTIKA Rini Susana Rio, Kornelius Riska Riska Rohim, Mulyadi Romli, Ombi Rudy Soenoko ryan, ryan Safira, Ratu Sella Salapudin, Salapudin sandra, edi Sarbini Wono Setia Budi Sinaga, Dewi Betharia Siragah, Kristian Sakti Siti Aisjah Siti Hadijah Soedjito Soeparman Sri Palupi Prabandari SRIDEVI, GITA SUARNI, ET Sugiono Sugiono Sukmawan, Irwan Sumarsid, Sumarsid Sunaryo Sunaryo Supriadi, Ardi Susanti, Lis Tabroni, Tabroni Tantri Palupi Tarigan, Monika Febriani Tatang Abdurrahman, Tatang TRIS HARIS RAMADHAN Warganda Warganda Wisma Soedarmadji, Wisma Wiyogo Wiyogo Yassyir Maulana Yollanda Octavitri Yudhianto, Achdian Yusuf Dwi Zahra, Surti Zulfita, Dwi -