Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Vol. 6 No. 6 (2024): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah (in Press)

Pengaruh Brand Image, Brand Awareness, Brand Trust terhadap Brand Loyalty Melalui Kepuasan Konsumen Sebagai Variabel Intervening pada Pelanggan Produk Kecantikan Wardah: Studi pada Mahasiswa FISIP Universitas Pembangunan Nasional “Veteran” Jawa Timur

Dini Aristanti Prihatini (Unknown)
Jojok Dwiridotjahjono (Universitas Pembangunan Nasional “Veteran” Jawa Timur)

Article Info

Publish Date
01 Jun 2024

Abstract

This study investigates the relationship between brand image, brand awareness, brand trust, customer satisfaction, and brand loyalty concerning Wardah beauty products. Data were obtained from several previous studies conducted on similar products. Various analyses were conducted on respondent responses and processed using statistical techniques. The research results indicate that brand image, brand awareness, and brand trust have a significant positive influence on customer satisfaction with Wardah products. Furthermore, customer satisfaction also has a significant positive impact on brand loyalty. It means that the better the brand image, brand awareness, and brand trust of Wardah, the higher the level of customer satisfaction with the products. This, in turn, affects consumer loyalty to the Wardah brand. From this research, it can be concluded that brand image, brand awareness, and brand trust significantly affect customer satisfaction, which, in turn, significantly contributes to brand loyalty. In the context of Wardah beauty products, customer satisfaction becomes an essential factor that bridges the influence of brand image, brand awareness, and brand trust on consumer loyalty to the products. This study aids in understanding the complex relationship between key factors in building brand loyalty for Wardah beauty products.

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Journal Info
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Website

Abbrev

alkharaj

Publisher

Institut Agama Islam Nasional Laa Roiba Bogor

Subject

Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah is a scientific journal published by Pusat Riset dan Kebijakan Strategis PRKS) of  Institut Agama Islam Nasional (IAI-N) Laa Roiba Bogor in collaboration with Masyarakat Ekonomi Syariah (MES) and Intelectual Association for Islamic Studies ...