REBRANDING IN THE DIGITAL ERA: REBUILDING THE PERCEPTION AND LOYALTY OF EMINA SKINCARE CONSUMERS

Devi Fitri Arianti; Andi Azhar

doi:10.70574/vat9xg07

Authors

Devi Fitri Arianti Department of Management University of Muhammadiyah Bengkulu Author
Andi Azhar Department of Management University of Muhammadiyah Bengkulu Author

DOI:

https://doi.org/10.70574/vat9xg07

Keywords:

Customer Loyalty, Brand Trust, Brand Image, Product Quality

Abstract

This research seeks to assess (1) how Brand Trust effects customer loyalty of Emina Cosmetics products to the Emina Girl Gang Ambassador, (2) how Brand Image influences customer loyalty of Emina Cosmetics products to the Emina Girl Gang Ambassador, (3) how Product Quality influences customer loyalty Emina Cosmetics products to the Emina Girl Gang Ambassador. A quantitative descriptive design was used for this research. The population was taken from Emina Girl Gang Ambassador batch 6, with a Sampel size of 75 respondents. A questionnaire is used in this study, with statistical methods for data analysis such as Coefficient of Determination, multiple linearoregression, t test, and F test. The results indicate that Brand Trust exerts a positive and significant impact on customer Loyalty to Emina Girl Gang Ambassador. Product quality has a positive and significant effect on customer loyalty to Emina Girl Gang Ambassador.

References

Anindya, W., & Yuyetta, E. N. A. (2020). Pengaruh Leverage, Sales Growth, Ukuran Perusahaan Dan Profitabilitas Terhadap Manajemen Laba. Diponegoro Journal Of Accounting, 9(3), 1–14. https://ejournal3.undip.ac.id/index.php/accounting/article/view/29136/24632

Dachi, A. (2020). Inovasi Produk terhadap Keputusan Pembelian dan dampaknya terhadap loyalitas pelanggan : Studi Pengguna Mobil Toyota Calya di Kota Bogor dan Bekasi. JSHP : Jurnal Sosial Humaniora Dan Pendidikan, 4(2), 120–129. https://doi.org/10.32487/jshp.v4i2.843

Meliana, P. F., Sarsono, & Hamidah, R. A. (2024). LOYALITAS PELANGGAN EMINA COSMETICS DITINJAU DARI BRAND TRUST, BRAND IMAGE, DAN KUALITAS PRODUK (Studi Pada Emina Girl Gang Ambassador). 08(03), 1–9.

Nafiah, K. L., & Trihudiyatmanto, M. (2021). MEMBANGUN LOYALITAS PELANGGAN MELALUI KEPUASAN YANG DIPENGARUHI OLEH KUALITAS PRODUK, BRAND IMAGE DAN EXPERIENTIAL MARKETING. Ekobis: Jurnal Ilmu Manajemen Dan Akuntansi, 9(1).

Nur Rahmawati, & Irmayanti Hasan. (2023). Pengaruh Brand Trust dan Kualitas Produk Terhadap Loyalitas Pelanggan Produk Azarine yang Dimediasi oleh Kepuasan Konsumen. Syarikat: Jurnal Rumpun Ekonomi Syariah, 6(1), 207–220. https://doi.org/10.25299/syarikat.2023.vol6(1).12922

Ristanti, A., & Iriani, S. S. (2020). Pengaruh Kualitas Produk dan Citra Merek terhadap Keputusan Pembelian Konsumen Nature Republic di Surabaya. Jurnal Ilmu Manajemen, 8(3), 1026. https://doi.org/10.26740/jim.v8n3.p1026-1037

Sani, S. A., Batubara, M., Silalahi, P. R., Syahputri, R. R., & Liana, V. (2022). Pengaruh Promosi, Kualitas Produk dan Harga terhadap Keputusan Pembelian Konsumen pada Produk Scarlett Whitening. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 4(5), 1327–1342. https://doi.org/10.47467/alkharaj.v4i5.931

Umum, G., Penelitian, O., Perusahaan, P., & Perusahaan, L. (2023). BAB I. 1–25.