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All Journal Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis
Ihsan Awaludin
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Brand Trust Dan Persepsi Harga Terhadap Brand Loyalty Scarlett Whitening Ihsan Awaludin
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis Vol. 1 No. 4 (2023): Oktober: Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/manuhara.v1i4.220

Abstract

The purpose of this study was to examine the effect of brand trust and price perception on brand loyalty for Scarlett Whitening skin care products both partially and simultaneously. The survey method with a quantitative approach was used in this study by collecting data through a questionnaire. The population of this study amounted to 304 students with a sample of 77 students identified using simple random sampling technique with probability sampling approach. The results of hypothesis analysis testing using the help of SPSS 25 software show the results of the F test that brand trust and price perceptions simultaneously have a significant effect on brand loyalty. In addition, based on the results of the T test, it shows that brand trust and price perceptions partially affect brand loyalty.
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