DETERMINAN BRAND LOVE PADA KONSUMEN WARDAH KOSMETIK - Ramadhani, Sarah; Damayani, Alfina; Farhah, Maulida Nur; Kristaung, Robert (Universitas Trisakti, 2022)
Purpose - This study aims to try to determine the effect of Brand Trust, Brand Experience, and Brand Image as independent variables on Brand Love as the dependent variable of Brand WARDAH Cosmetics.. Desgin/Methodology/Approcah - The sample of this research were collected by using the sampling method. The unit of analysis of this study was obtained through distributing questionnaires with a sample of 65 female respondents with student status who had bought and used WARDAH cosmetics. Factor Loading Analysis, Cronbach's Alpha analysis, and Structural Equation Modeling (SEM) were used to examine the relationship between variables in the research model with SPSS 26 and AMOS 23 software. Finding - The results showed that Brand Trust had a significant positive effect on Brand Love, Brand Experience had a significant positive influence on Brand Love, and Brand Image had a significant positive influence on Brand Love. Abstrak Tujuan - Penelitian ini bertujuan untuk mencoba mengetahui pengaruh Brand Trust, Brand Experience, dan Brand Image sebagai variabel independen terhadap Brand Love sebagai variabel dependen Brand WARDAH Cosmetics Desain/Metodologi/Pendekatan - Data penelitian ini dikumpulkan dengan menggunakan metode sampling. Unit analisis penelitian ini diperoleh melalui penyebaran kuesioner dengan jumlah sampel sebanyak 65 responden wanita dengan status mahasiswa yang pernah membeli dan menggunakan kosmetik WARDAH. Analysis Factor Loading, analysis Cronbach’s Alpha, dan Structural Equation Modeling (SEM) digunakan untuk menguji hubungan antar variable dalam model peenelitian dengan software SPSS 26 dan AMOS 23 Hasil Penelitian - Hasil penelitian menunjukkan bahwa Brand Trust beperngaruh positif siginifikan terhadap Brand Love, Brand Experience beperngaruh positif siginifikan terhadap Brand Love, dan Brand Image beperngaruh positif siginifikan terhadap Brand Love