Management Studies and Entrepreneurship Journal (MSEJ)
Vol. 5 No. 1 (2024): Management Studies and Entrepreneurship Journal (MSEJ)

Pengaruh Ekuitas Merek dan Kepercayaan Merek terhadap Kepuasaan Pelanggan dan Terhadap Minat Beli Ulang (Studi Pada Wanita Pengguna Skincare dan Bodycare Scarlatte Whitening)

Nabila, Alistiya Najla (Unknown)
Sutedjo, Bambang (Unknown)

Article Info

Publish Date
23 Jan 2024

Abstract

This research aims to explain the influence of Brand Equity and Brand Trust on Customer Satisfaction and Repurchase Intentions on Scarlatte Whitening Skincare and Bodycare consumers. This research uses a quantitative type of research. The population used in this research is female employees or employees who use Scarlatte Whitening Skincare and Bodycare products, 94 female employees were used as samples in this research. Data collection for this research used questionnaires written directly on paper and via Google forms sent directly. Data analysis in this research uses Instrument Testing, Model Testing, and Hypothesis Testing based on SPSS data processing. The findings in this research are (1) Customer Satisfaction has a positive and significant effect on Repurchase Intentions. (2) Brand Equity has a positive and significant effect on Customer Satisfaction. (3) Brand Trust has a positive and significant effect on Customer Satisfaction.

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Journal Info
Management Studies and Entrepreneurship Journal (MSEJ)
Website

Abbrev

msej

Publisher

Yayasan Pendidikan Riset dan Pengembangan Intelektual

Subject

Decision Sciences, Operations Research & Management

Description

Management Studies and Entrepreneurship Journal (MSEJ) is published by Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI) as an information and communication media for practitioners, researchers and academics who are interested in the field of management (Finance, Human Resource, ...