Analisa Faktor yang Mempengaruhi Loyalitas Merek Pada Konsumen Klinik Kecantikan yang Dimediasi Oleh Kepercayaan Merek
DOI:
https://doi.org/10.37385/msej.v4i5.1775Keywords:
Citra Merek; Kepercayaan Merek; Loyalitas Merek; Pengalaman MerekAbstract
Bisnis klinik kecantikan pada saat ini berlomba-lomba untuk mendapatkan kepercayaan konsumen dengan menggunakan jasa perawatan kecantikan. Fakta ini memotivasi berbagai perusahaan yang bergerak dibidang kecantikan dan perawatan untuk terus menciptakan dan melakukan inovasi produk dan layanan yang berkualitas. Tujuan dari dilakukannya penelitian ini yaitu untuk mengetahui faktor apa saja yang dapat mempengaruhi loyalitas merek klinik kecantikan melalui kepercayaan merek. Metode penelitian yang digunakan adalah metode kausal komparatif dengan teknik analisis Structural Equaliation Modelling (SEM). Sebanyak 452 responden yang pernah menggunakan jasa klinik kecantik digunakan sebagai obejek penelitian. Hasil penelitian menunjukkan bahwa pengalaman merek, citra merek dan kepercayaan merek memiliki pengaruh yang signifikan terhadap loyalitas merek. Kepercayaan merek juga mempu memediasi hubungan antara pengalaman merek dengan loyalitas merek dan citra merek dengan loyalitas merek.
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