An empirical study in building brand loyalty in wardah cosmetics
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Feb 28, 2023
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Abstract
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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How to Cite
Kurniasih, D., Haryadi, D., & Wahyudi, W. (2023). An empirical study in building brand loyalty in wardah cosmetics. Enrichment : Journal of Management, 12(6), 4678-4684. https://doi.org/10.35335/enrichment.v12i6.1166
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Rao, K. S., Rao, B., & Acharyulu, G. V. R. K. (2021). Examining ePWOM-purchase intention link in Facebook brand fan pages: Trust beliefs, value co-creation and brand image as mediators. IIMB Management Review, 33(4), 309–321. https://doi.org/10.1016/j.iimb.2021.11.002
Robertson, J., Botha, E., Ferreira, C., & Pitt, L. (2022). How deep is your love? The brand love-loyalty matrix in consumer-brand relationships. Journal of Business Research, 149(June), 651–662. https://doi.org/10.1016/j.jbusres.2022.05.058
Saari, U. A., Mäkinen, S. J., Baumgartner, R. J., Hillebrand, B., & Driessen, P. H. (2020). How consumers’ respect for nature and environmental self-assets influence their car brand experiences. Journal of Cleaner Production, 261. https://doi.org/10.1016/j.jclepro.2020.121023
Safeer, A. A., He, Y., & Abrar, M. (2020). The Influence of Brand Experience on brand Authenticity and Brand Love: an Empirical Study From Asian Consumers’ Perspective. Asia Pacific Journal of Marketing and Logistics, 33(5), 1123–1138. https://doi.org/10.1108/APJML-02-2020-0123
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Cardoso, A., Paulauskaitė, A., Hachki, H., Figueiredo, J., Oliveira, I., Rêgo, R., Silva, R., & Meirinhos, G. (2022). Analysis of the Impact of Airbnb Brand Personality on Consumer Involvement and Institutional Trust. Journal of Open Innovation: Technology, Market, and Complexity, 8(3). https://doi.org/10.3390/joitmc8030104
Chandra, J. W., & Keni, K. (2021). Brand Experience Untuk Memprediksi Brand Attitude Pada Konsumen Sporting Brand. Jurnal Bisnis Akuntansi, 23(1), 93–110.
Chin, W., Cheah, J.-H., Liu, Y., Ting, H., Lim, X.-J., & Cham, T. H. (2020). Demystifying the role of causal-predictive modeling using partial least squares structural equation modeling in information systems research. Industrial Management & Data Systems, 120(12), 2161–2209. https://doi.org/10.1108/IMDS-10-2019-0529
Ghozali. I & Latan. H. (2015). Partial Least Square, Konsep, Teknik dan Aplikasi Menggunakan Program Smart PLS 3.0 (2nd ed.). Universitas Diponegoro Semarang.
Giti, I. M., & Mawardi. (2020). Analisis Pengaruh Harga Dan Brand Trust Terhadap Brand Loyality Kosmetik Wardah. Jurnal Ekonomi Manajemen Indonesia, 20(2), 35–45.
Hafez, M. (2022). Unpacking the influence of social media marketing activities on brand equity in the banking sector in Bangladesh: A moderated mediation analysis of brand experience and perceived uniqueness. International Journal of Information Management Data Insights, 2(2), 100140. https://doi.org/10.1016/j.jjimei.2022.100140
Hair, J. F., Hult, G. T. M., Ringle, C., Sarstedt, M., Danks, N., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. In Springer.
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Hartono, C., & Rodhiah, R. (2021). The Effect of Brand Communication, Brand Experience, and Brand Image on Yamaha Brand Loyalty in West Jakarta: Brand Trust as a Mediation Variable. Budapest International Research and Critics Institute (BIRCI-Journal), 2020, 13993–14002. https://doi.org/10.33258/birci.v4i4.3503
Harun, A., Kassim, A. W. M., Mohidin, R., Nizam, N. B. A., & Ting, W. L. (2021). The Effect Of Brand Trust, Brand Image, Brand Perceived Value, Brand Reputation And Brand Experience On Brand Loyalty. Review Of International Geographical Education, 2(12), 861–871. https://doi.org/10.47153/jbmr212.2962021
Jiménez-Barreto, J., Correia Loureiro, S. M., Rubio, N., & Romero, J. (2022). Service brand coolness in the construction of brand loyalty: A self-presentation theory approach. Journal of Retailing and Consumer Services, 65(January). https://doi.org/10.1016/j.jretconser.2021.102876
Ju, Y., & Jang, S. C. (Shawn). (2023). The Effect of COVID-19 on hotel booking intentions: Investigating the roles of message appeal type and brand loyalty. International Journal of Hospitality Management, 108(October 2022), 103357. https://doi.org/10.1016/j.ijhm.2022.103357
Khan, I., & Rahman, Z. (2015). A review and future directions of brand experience research. International Strategic Management Review, 3(1–2), 1–14. https://doi.org/10.1016/j.ism.2015.09.003
Kiss, M., Czine, P., Balogh, P., & Szakály, Z. (2022). The connection between manufacturer and private label brands and brand loyalty in chocolate bar buying decisions – A hybrid choice approach. Appetite, 177(June). https://doi.org/10.1016/j.appet.2022.106145
Kumar, S., Talwar, S., Krishnan, S., Kaur, P., & Dhir, A. (2021). Purchasing natural personal care products in the era of fake news? The moderation effect of brand trust. Journal of Retailing and Consumer Services, 63(July), 102668. https://doi.org/10.1016/j.jretconser.2021.102668
Mills, M., Oghazi, P., Hultman, M., & Theotokis, A. (2022). The impact of brand communities on public and private brand loyalty: A field study in professional sports. Journal of Business Research, 144(February), 1077–1086. https://doi.org/10.1016/j.jbusres.2022.02.056
Nadzri, W. N. M., Musa, R., Muda, M., & Hassan, F. (2016). The Antecedents of Brand Experience within the National Automotive Industry. Procedia Economics and Finance, 37(16), 317–323. https://doi.org/10.1016/s2212-5671(16)30131-9
Nurwendi, W., & Haryadi, D. (2022). Peran Ambidexterity Organisasi Sebagai Variabel Intervening Dalam Meningkatkan Kinerja Pemasaran UMKM Di Masa Covid-19. IQTISHADUNA: Jurnal Ilmiah Ekonomi Kita, 11(1), 47–64. https://doi.org/10.46367/iqtishaduna.v11i1.513
Okki, R. I., & Trinanda, O. (2021). Analysis of the influence of brand experience, and customer engagement on brand trust through brand attachment as an intervening variable in Gojek users in Padang City. Marketing Management Studies (MMS), 1(2), 132–141. https://doi.org/10.24036/jkmp.v1i1
Prados-Peña, M. B., & Del Barrio-García, S. (2021). Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience. European Research on Management and Business Economics, 27(3). https://doi.org/10.1016/j.iedeen.2021.100153
Rao, K. S., Rao, B., & Acharyulu, G. V. R. K. (2021). Examining ePWOM-purchase intention link in Facebook brand fan pages: Trust beliefs, value co-creation and brand image as mediators. IIMB Management Review, 33(4), 309–321. https://doi.org/10.1016/j.iimb.2021.11.002
Robertson, J., Botha, E., Ferreira, C., & Pitt, L. (2022). How deep is your love? The brand love-loyalty matrix in consumer-brand relationships. Journal of Business Research, 149(June), 651–662. https://doi.org/10.1016/j.jbusres.2022.05.058
Saari, U. A., Mäkinen, S. J., Baumgartner, R. J., Hillebrand, B., & Driessen, P. H. (2020). How consumers’ respect for nature and environmental self-assets influence their car brand experiences. Journal of Cleaner Production, 261. https://doi.org/10.1016/j.jclepro.2020.121023
Safeer, A. A., He, Y., & Abrar, M. (2020). The Influence of Brand Experience on brand Authenticity and Brand Love: an Empirical Study From Asian Consumers’ Perspective. Asia Pacific Journal of Marketing and Logistics, 33(5), 1123–1138. https://doi.org/10.1108/APJML-02-2020-0123
Yasri, Y., Susanto, P., Hoque, M. E., & Gusti, M. A. (2020). Price perception and price appearance on repurchase intention of Gen Y: do brand experience and brand preference mediate? Heliyon, 6(11), e05532. https://doi.org/10.1016/j.heliyon.2020.e05532