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All Journal Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship International Journal of Business, Law, and Education
Anggreani, Jenni
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Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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Analysis of Models for Increasing Consumer Loyalty of Beauty MSMEs Through Brand Equity Management, Service Quality, and Customer Bonding Efendi, Efendi; Setyawati, Amelia; Halim, Fitria; Anggreani, Jenni; Sudirman, Acai
Jurnal Maksipreneur Vol 13 No 1 (2023)
Publisher : Universitas Proklamasi 45

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30588/jmp.v13i1.1614

Abstract

In an era of increasingly massive disruption, beauty MSMEs need to be able to optimize the resources they have. In the beauty industry, business competition is very tight, so consumer loyalty is very important to maintain a business to survive in a competitive market. The purpose of this study was to analyze the effect of brand equity, service quality, and customer bonding on consumer loyalty. This study used a sample size of 170 consisting of MSME beauty actors. Data analysis techniques using the SEM method with Partial Least Squares Modeling (PLS-SEM). The structural Equation Model (SEM) approach based on Partial Least Square is used for hypothesis testing. The results of the data analysis confirm brand equity, service quality, and customer bonding have a positive and significant effect on consumer loyalty. The implications of this research conclude that it is very important for beauty MSMEs to measure and evaluate the level of brand equity, service quality, and customer bonding regularly. MSME owners can use consumer surveys, online reviews, and data analysis to understand the extent to which these aspects influence consumer loyalty. This data can be used to make necessary changes and improvements. and data analysis to understand the extent to which these aspects influence consumer loyalty. This data can be used to make necessary changes and improvements. and data analysis to understand the extent to which these aspects influence consumer loyalty. This data can be used to make necessary changes and improvements.
The Influence of Brand Equity and Customer Bonding on the Loyalty of Beauty MSME Consumers with Satisfaction as a Mediating Variable Efendi, Efendi; Anggreani, Jenni; Butarbutar, Novita; Panggabean, Esther Praja Anggriany; Sudirman, Acai
International Journal of Business, Law, and Education Vol. 4 No. 2 (2023): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v4i2.250

Abstract

In the beauty industry, business competition is very tight so consumer satisfaction is very important to maintain a business in a competitive market. The main aim of this research is to analyze the influence of brand equity and customer bonding on the loyalty of beauty MSME consumers with satisfaction as a mediating variable. The results of this research confirm that brand equity has a significant effect on consumer satisfaction. Customer bonding does not have a significant influence on consumer satisfaction. The results further confirm that brand equity, customer bonding, and consumer satisfaction have a significant effect on consumer loyalty. The mediating effect of satisfaction can mediate the relationship between brand equity and consumer loyalty, while the relationship between customer bonding and consumer loyalty. consumer satisfaction is not able to mediate it. It is hoped that the implications of this research can provide a fundamental contribution in the form of supporting information regarding strategic steps and strengthening models in optimizing the resources owned by creative industry business players, especially for beauty MSMEs
Co-Authors Acai Sudirman AMELIA SETYAWATI, AMELIA Butarbutar, Novita Efendi Efendi Fitria Halim Panggabean, Esther Praja Anggriany