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All Journal Jurnal Ilmiah Manajemen "E M O R"
Marhamah, Nur Hadianti
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Brand Image dan Kepuasan Pelanggan untuk Meningkatkan Loyalitas Konsumen Produk Wardah: Brand Image and Customer Satisfaction to Enhance Consumer Loyalty for Wardah Products Triyana; Marhamah, Nur Hadianti; Pransisca, Siti Rhinka; Noviyanti, Indah
Jurnal Ilmiah Manajemen Emor (Ekonomi Manajemen Orientasi Riset) Vol. 9 No. 1 (2025): Juni
Publisher : Universitas Muhammadiyah Luwuk Banggai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32529/jim.v9i1.4029

Abstract

This study examines the influence of brand image and customer satisfaction on competitive advantage in the context of the Wardah cosmetic brand. In the competitive beauty industry, brand perception and customer experience are crucial in fostering loyalty and market advantage. A quantitative approach was employed, collecting data from 123 respondents, the majority of whom were female. Analysis using SmartPLS indicates that both brand image and customer satisfaction significantly impact product competitive advantage, with customer satisfaction exerting a stronger influence. These results underscore the practical importance of maintaining high service quality and consistent brand communication to strengthen consumer loyalty and long-term competitiveness.
Co-Authors Noviyanti, Indah Pransisca, Siti Rhinka Triyana