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All Journal Score: Jurnal Lentera Manajemen Pemasaran Jurnal Manajemen, Bisnis dan Kewirausahaan
Gina Aulia Dewi
Universitas Pelita Bangsa
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Brand Image dan Promotion Terhadap Customer Loyalty pada Pengguna Brand Kecantikan Wardah Putri Nurmalasari; Rafi’ah Kumalasari; Gina Aulia Dewi; Mawar Ayu Lestari; Retno Purwani Setyaningrum
Jurnal Manajemen, Bisnis dan Kewirausahaan Vol. 5 No. 1 (2025): : Jurnal Manajemen, Bisnis dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jumbiku.v5i1.5067

Abstract

This study aims to analyze the effect of Brand Image and Promotion on Customer Loyalty for Wardah beauty brand users in Indonesia. The increasingly competitive beauty industry requires companies to maintain customer loyalty through a strong brand image and effective promotional strategies. The research method used is associative quantitative with data collection techniques through questionnaires to 55 respondents. Data analysis techniques include validity, reliability, multiple linear regression, t test, F test, and coefficient of determination using SPSS 24. The results showed that Brand Image and Promotion had a partial and simultaneous effect on Customer Loyalty. The coefficient of determination (R²) value of 0.539 indicates that 53.9% of the variation in customer loyalty can be explained by the two independent variables. The t test shows that Brand Image (t = 2.983; p < 0.05) and Promotion (t = 3.918; p < 0.05) have a significant effect partially, while the F test shows a significant simultaneous effect (F = 30.420; p < 0.001). These findings confirm the importance of synergy between brand image and promotion in building customer loyalty, especially in the face of increasingly dynamic cosmetic market competition.
Digital Marketing and Customer Loyalty in the Cosmetic Industry: The Role of Consumer Engagement and Service Quality in the Wardah Brand Putri Nurmalasari; Mawar Ayu Lestari; Gina Aulia Dewi; Faridz Nugroho; Langgeng Sri Handayani
Score: Jurnal Lentera Manajemen Pemasaran Vol. 3 No. 02 (2025): November 2025
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/lmp.v3i02.1137

Abstract

This study is motivated by the decline in customer loyalty toward the Wardah cosmetic brand amidst the increasingly intense competition in the beauty industry. The main objective of this research is to analyze the influence of digital marketing on customer loyalty by considering consumer engagement as a mediating variable and service quality as a moderating variable. This research employs a quantitative approach with descriptive and verification methods, utilizing Structural Equation Modeling–Partial Least Square to examine the relationships between variables. The respondents involved were Wardah product users with experience in digital shopping. The findings indicate that consumer engagement and service quality have a significant direct influence on customer loyalty. Conversely, digital marketing does not have a direct impact on loyalty, but it does have an indirect effect through consumer engagement. Additionally, service quality does not significantly moderate the relationship between the other variables and customer loyalty. The conclusion of this study is that the success of digital marketing in building loyalty depends on how emotionally and actively engaged consumers feel with the brand, as well as how well the service provided meets customer expectations.
Co-Authors Faridz Nugroho Langgeng Sri Handayani Mawar Ayu Lestari Putri Nurmalasari Rafi’ah Kumalasari Retno Purwani Setyaningrum