ADANI, Syarafah (2024) The Effect of Brand Image, Brand Trust, on Brand Love and Their’s Impact on Brand Loyalty (Case Study on Students of Universitas Jenderal Soedirman as Wardah Cosmetics Customers). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

The purpose of this study is to assess the effect of brand image, brand trust, and brand love on brand loyalty among Universitas Jenderal Soedirman students as Wardah beauty product consumers, using a sample size of 100. This study uses quantitative research methodologies as well as questionnaires to obtain data. This study's data analysis technique is partial least squares analysis. The findings of this study show that brand image effects brand love, brand trust effects brand love, brand image effects brand loyalty, brand trust effects brand loyalty, brand love effects brand loyalty, and brand image effects brand trust. It is possible to conclude that brand image, trust, and love all have significant effects on brand loyalty at Universitas Jenderal Soedirman. The implications of this research are as follows: (1) Provide high quality and consistent products or services. So that consumers will always feel satisfied. (2) Make innovations in products and services. (3) Provide honest and clear information about brand products and services. (4) Utilize positive reviews and testimonials from customers to build trust and credibility. (5) Effective communication (6) Responsiveness, and speed in handling customer complaints. (7) Providing quality service. (8) Maintaining brand integrity. (8) Building good relationships with customers. (9) Transparency with processes prices, and company policies. (10) and company consistency. The limitation in this study is the low R-square value on brand trust and brand image.

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