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All Journal JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan) Jurnal Mantik International Journal of Economics Development Research (IJEDR) Enrichment : Journal of Management
Dedeh Kurniasih
Universitas Primagraha, Indonesia
Computer Science & IT Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

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Journal : Enrichment : Journal of Management

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An empirical study in building brand loyalty in wardah cosmetics Dedeh Kurniasih; Didit Haryadi; Wahyudi Wahyudi
Enrichment : Journal of Management Vol. 12 No. 6 (2023): February: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v12i6.1166

Abstract

The value of products to get products from the money they spend to get benefits on the brand of a product or service, after that having a lifestyle that is more than the beginning. This raises the right for customers to be able to sort out the best product or service brands, which creates automatic customer happiness by indirectly demanding that companies must be able to create a stronger brand more than just ordinary products or services. The purpose of this study is to explore the factors that can increase loyalty to the Wardah Cosmetic brand. This study was conducted on Primagraha University students, especially in management study programs with a population of 403, while those drawn into the sample were 130 with a purposive sampling technique. The method used in this research is an associative quantitative approach with a survey method, the data analysis technique used in this research the author uses SmartPLS. The results showed that brand loyalty is influenced by brand experience, brand loyalty is influenced by brand trust, and brand trust can moderate the relationship between brand experience and brand loyalty
Co-Authors Didit Haryadi Fitriyani, Anissa Vivin Vania W. Wahyudi Wahid Sumarjo