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All Journal Equity: Jurnal Ekonomi
Nadia, Elsa
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Economics, Econometrics & Finance Social Sciences

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The Effect Of Brand Experience And Perceived Value On Customer Loyalty Dimediated By Customer Satisfaction On Wardah Skincare Nadia, Elsa; Fadhillah, Muinah; Cahya, Agus Dwi
Equity: Jurnal Ekonomi Vol 13 No 2 (2025): Equity : Jurnal Ekonomi
Publisher : Universitas Bangka Belitung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33019/equity.v13i2.448

Abstract

This study aims to determine the relationship between brand experience and perceived value on customer loyalty through customer satisfaction in buying Warda Skincare products. This research uses a quantitative approach by taking 140 samples from women over 17 years old. Questionnaire data collection methods and studies related to the indicators used. The results of this study indicate that brand experience has a positive and significant effect on customer loyalty. Perceived value has a positive and significant influence on customer loyalty. Brand experience has a positive and significant influence on customer satisfaction. Perceived value has a positive and significant influence on customer satisfaction. Customer satisfaction has a positive and significant influence on customer loyalty. And customer satisfaction is able to mediate brand experience variables and perceived value on customer loyalty.
Co-Authors Agus Dwi Cahya Fadhillah, Muinah