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

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

Julaiha (Unknown)
Humaidi (Unknown)
Hairudinor (Unknown)
Setio Utomo (Unknown)

Article Info

Publish Date
14 Jan 2026

Abstract

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

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Journal Info
Journal of Business Transformation and Strategy
Website

Abbrev

jbts

Publisher

Universitas Lambung Mangkurat

Subject

Humanities Economics, Econometrics & Finance Environmental Science Industrial & Manufacturing Engineering Social Sciences

Description

Journal of Business Transformation and Strategy (JBTS) is a journal published by the Magister Administrasi Bisnis, Universitas Lambung Mangkurat, Indonesia. Journal of Business Transformation and Strategy (JBTS) (ISSN: 3047-2644) is published twice a year (February and August). This journal invites ...