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All Journal Jurnal Manajemen Bisnis, Akuntansi dan Keuangan
Zakiyah, Hanifa Shafa
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Decision Sciences, Operations Research & Management

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The Influence of Brand Experience, Brand Trust, Brand Satisfaction, and Complaint Handling on Brand Loyalty for MS Glow Skincare products Zakiyah, Hanifa Shafa; Rahayu, Tri Septin Muji; Handayani, Erna; Zamakhsyari, Luthfi
Jurnal Manajemen Bisnis, Akuntansi dan Keuangan Vol. 3 No. 2 (2024): November 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/jambak.v3i2.12357

Abstract

This research aims to examine the influence of brand experience, brand trust, brand satisfaction, and complaint handling on MS Glow Skincare brand loyalty. This type of research is quantitative, using a purposive sampling technique, by collecting data through an online questionnaire distributed via goggle form to MS Glow Skincare consumers. Descriptive verification analysis uses multiple linear regression analysis, with a sample size of 150 respondents for this research. The method used is SPSS version 26. The results of the research are (X1) Brand experience has a positive and significant influence on brand loyalty, (X2) Brand trust has a negative and no significant influence on brand loyalty, (X3) Brand satisfaction has a positive and significant influence on loyalty brand, (X4) Complaint handling has also been proven to have a positive and significant effect on brand loyalty
Co-Authors Handayani, Erna Tri Septin Muji Rahayu, Tri Septin Zamakhsyari, Luthfi