Pengaruh Brand Experience Terhadap Brand Loyalty Melalui Brand Trust dan Brand Love Sebagai Variabel Mediasi Pada Konsumen Pengguna Skincare Merek Cosrx di Kota Padang
DOI:
https://doi.org/10.37385/ceej.v6i4.8813Keywords:
Brand Experience, Brand Trust, Brand Love, & Brand LoyaltyAbstract
Penelitian ini bertujuan untuk membuktikan dan menganalisis pengaruh brand experience terhadap brand loyalty melalui brand trust dan brand love sebagai variabel mediasi. Riset ini dilakukan pada konsumen skincare merek Cosrx di Kota Padang. Mereka yang terpilih sebagai sampel adalah konsumen yang membeli dan menggunakan skincare merek Cosrx minimal dua kali dalam enam bulan terakhir. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Metode analisis yang digunakan adalah analisis jalur (Path Analysis). Sesuai dengan pengolahan data yang telah dilakukan ditemukan. Berdasarkan hasil pengujian hipotesis dapat dibuktikan bahwa brand experience, brand trust dan brand love berpengaruh positif terhadap brand loyalty. Temuan tersebut menunjukan pengalaman positif dalam menggunakan skincare merek Cosrx, akan mendorong kepercayaan dan kecintaan pada merek, sehingga mempengaruhi brand loyalty dalam diri konsumen di Kota Padang. Selain itu hasil penelitian ini juga menemukan brand truest dan brand love mampu memediasi hubungan antara brand experience dengan brand loyalty dalam menggunakan skincare merek Cosrx
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