Article Per Year (5 Year)
p-Index From 2021 - 2026
4.158
P-Index
This Author published in this journals
All Journal Journal of Public Policy and Management Review Bimbingan dan Konseling Jurnal Manajemen Sumber Daya Perairan Jurnal Dimensi Pendas : Jurnah Ilmiah Pendidikan Dasar JURNAL ILMIAH MAHASISWA AGROINFO GALUH JURNAL PEMBELAJARAN DAN MATEMATIKA SIGMA (JPMS) JURSIMA (Jurnal Sistem Informasi dan Manajemen) Jurnal Ilmiah Al-Hadi Jurnal AbdiMas Nusa Mandiri Journal La Sociale Journal of Maritime Empowerment Bahtera Inovasi International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Unnes Journal of Mathematics Education Journal of Computer Science and Research JURSIMA Langue Riwayat: Educational Journal of History and Humanities Socius: Social Sciences Research Journal JURNAL ILMIAH PENDIDIKAN MUSIK Jurnal Sistem Informasi dan Manajemen Jurnal Mahasiswa Manajemen, Bisnis, Enterpreneurship Jurnal Ilmiah Pendidikan Citra Bakti
KIKI WULANDARI
Unknown Affiliation
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Energy Environmental Science Languange, Linguistic, Communication & Media Library & Information Science Mathematics Physics Social Sciences Other

Published : 31 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 31 Documents
Search

 1   2   3   4 
The Influence of Wardah’s Soft Selling Campaign on Customer Loyalty through Brand Equity among Generation Z Consumers in Tanjungpinang City Simanjuntak, Rachel Immanuela; Wulandari, Kiki; Randa, Fradya
Socius: Jurnal Penelitian Ilmu-Ilmu Sosial Vol 3, No 7 (2026): February 2026
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.18477388

Abstract

Competition in the cosmetic industry in Indonesia has become increasingly intense, particularly in attracting and retaining Generation Z consumers who tend to be critical, digitally oriented, and sensitive to brand values. Wardah, as a local cosmetic brand, implements a soft selling campaign strategy that emphasizes emotional approaches, religious values, halal attributes, and storytelling rather than hard-selling promotional tactics. This study aims to analyze the effect of Wardah’s soft selling campaign on customer loyalty with brand equity as an intervening variable among Generation Z consumers in Tanjungpinang City. The research method employed a quantitative approach with an explanatory research design. Data were collected through the distribution of questionnaires to Generation Z consumers who use Wardah products in Tanjungpinang City, selected using a purposive sampling technique. The data were analyzed using path analysis to examine both direct and indirect effects among the research variables, which include soft selling campaign, brand equity, and customer loyalty. The results indicate that Wardah’s soft selling campaign has a positive and significant effect on brand equity. Furthermore, brand equity also has a positive and significant effect on customer loyalty. The direct effect of the soft selling campaign on customer loyalty was found to be significant; however, the indirect effect through brand equity was stronger. This finding indicates that brand equity serves as an intervening variable that strengthens the relationship between the soft selling campaign and customer loyalty.
Co-Authors -, Iranita Afrinanda Afrinanda, Afrinanda Agus Yuniawan Isyanto Akhirman, Akhirman Aldy Agustian Ardiansyah Asriyana, . Bayti, Nur Bunga Paramita Candra Kurniawan Catri Jintar Christin, Junita Dermawan, Dodi Deryane, Imalinda Diana Purba, Glory Indira Dyah Hariani Edinur Ilham Faisal Riza, Faisal Fauziah, Nabila Qori Febrianti, Tiara Firdiyansyah, Indra Fitria Kasih Fradya Randa Halili Halili Haryanti, Reny Indra Firdiyansyah Iranita, Iranita Jack Febriand Adel JALAL, ABDUL Krismiyati Lastri Anggi Fani Lombu, Perianus Miftah Farid Mirza Ayunda Pratiwi Muary, Rholand Muhammad Amin Muhammad Fajril Rifaldo Muhammad Syahputra Novelan Nasruji, Nasruji Nurul Yusyawiru Parmitasari, Rika Dwi Ayu Perianus lombu Purwaka Sari, Asih Putu Rani Susanthi Rani Susanthi, Putu Riki Riki RIKI RIKI, RIKI Rina Rina Rina Rizki Yuli Sari Rosalina, Mia Satria, Mohd Rhana Simanjuntak, Rachel Immanuela Siswoyo, Joan Sufnirayanti Sufnirayanti Supriyono Supriyono Susanthi, Putu Rani Susi Sulandari Syuzairi, Mohammad Tiyasiningsih, Ezky Tumpal Manik Wahyu Hidayat Yensharti Yusnetti Yusnetti