Enrichment : Journal of Management
Vol. 12 No. 6 (2023): February: Management Science And Field

An empirical study in building brand loyalty in wardah cosmetics

Dedeh Kurniasih (Universitas Primagraha, Indonesia)
Didit Haryadi (Universitas Primagraha, Indonesia)
Wahyudi Wahyudi (Universitas Primagraha)

Article Info

Publish Date
28 Feb 2023


The value of products to get products from the money they spend to get benefits on the brand of a product or service, after that having a lifestyle that is more than the beginning. This raises the right for customers to be able to sort out the best product or service brands, which creates automatic customer happiness by indirectly demanding that companies must be able to create a stronger brand more than just ordinary products or services. The purpose of this study is to explore the factors that can increase loyalty to the Wardah Cosmetic brand. This study was conducted on Primagraha University students, especially in management study programs with a population of 403, while those drawn into the sample were 130 with a purposive sampling technique. The method used in this research is an associative quantitative approach with a survey method, the data analysis technique used in this research the author uses SmartPLS. The results showed that brand loyalty is influenced by brand experience, brand loyalty is influenced by brand trust, and brand trust can moderate the relationship between brand experience and brand loyalty

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Journal Info





Economics, Econometrics & Finance


The Enrichment : Journal of Management offers wide ranging and widespread analysis of all surfaces of management and science. Published two times per year, it delivers a emphasis for universal proficiency in the vital methods, techniques and areas of research; presents a opportunity for its readers ...