Determinants of Brand Loyalty in the Skincare Industry: The Influence of Brand Satisfaction and Brand Trust among MS Glow Consumers

Julaiha (Business Administration, Lambung Mangkurat University)
Humaidi (Business Administration, Lambung Mangkurat University)
Hairudinor (Business Administration, Lambung Mangkurat University)
Setio Utomo (Business Administration, Lambung Mangkurat University)

Journal of Business Transformation and Strategy
Vol. 3 No. 1 (2026): Journal of Business Transformation and Strategy

Abstract: This study aims to test the partial and simultaneous influence of brand satisfaction and brand trust on brand loyalty on MS Glow products in Banjarmasin City. The method used is a quantitative approach. The sample in this study amounted to 96 respondents who were MS Glow users obtained through purposive sampling techniques. Data collection was carried out using a questionnaire and analyzed using multiple linear regression. The results of the study indicate that brand satisfaction has a positive and significant effect partially on brand loyalty. Meanwhile, brand trust has a positive but not significant effect partially on brand loyalty. Simultaneously, brand satisfaction and brand trust have a positive and significant effect on brand loyalty on MS Glow products in Banjarmasin City