PENGARUH BRAND IMAGE DAN BRAND AWARENESS TERHADAP  LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI  VARIABEL INTERVENING PADA KONSUMEN PRODUK KECANTIKAN  WARDAH DI KOTA SURABAYA

Yusnia Oktavia; Tri Sudarwanto

doi:10.26740/jptn.v11n3.p240-252

PENGARUH BRAND IMAGE DAN BRAND AWARENESS TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA KONSUMEN PRODUK KECANTIKAN WARDAH DI KOTA SURABAYA

Authors

Yusnia Oktavia Universitas Negeri Surabaya
Tri Sudarwanto

DOI:

https://doi.org/10.26740/jptn.v11n3.p240-252

Keywords:

Brand Image; Brand Awareness; Customer Loyalty; Customer Satisfaction

Abstract

This study discusses how brand image, brand awareness and customer satisfaction affect customer
loyalty among users of Wardah beauty products in the city of Surabaya. The purpose of this study was to test and
analyze the influence of brand image and brand awareness on customer loyalty through customer satisfaction as
an intervening variable for users of Wardah beauty products in Surabaya. The sampling technique used was nonprobability sampling with purposive sampling of 100 respondents who are users of Wardah beauty products in
the city of Surabaya. The analytical test tool used is SPSS version 22.0 with the path analysis method. The results
of this study indicate that brand image has an influence on customer satisfaction, brand awareness has an
influence on customer satisfaction, brand image has an influence on customer loyalty, brand awareness has an
influence on customer loyalty, and customer satisfaction has an influence on customer loyalty.

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Published

2023-12-31

How to Cite

Oktavia, Y., & Sudarwanto, T. (2023). PENGARUH BRAND IMAGE DAN BRAND AWARENESS TERHADAP LOYALITAS PELANGGAN MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA KONSUMEN PRODUK KECANTIKAN WARDAH DI KOTA SURABAYA. Jurnal Pendidikan Tata Niaga (JPTN), 11(3), 240–252. https://doi.org/10.26740/jptn.v11n3.p240-252

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Issue

Vol 11 No 3 (2023)

Section

Article

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