Pengaruh dari Brand image, Satisfaction, Trust terhadap Brand Loyalty Kosmetik Halal Wardah dengan Lovemarks sebagai Variabel Moderasi

Deskripsi

This research aimed to identify structural associations among image, satisfaction, trust, lovemarks (love and respect for a particular brand) and brand loyalty for halal cosmetic Wardah. A total of 327 pieces of data were analyzed through the SPSS and LISREL 8.8. It was found that customers? brand love and respect significantly moderated the relationship between satisfaction and brand loyalty, suggesting that the theory of lovemarks is useful to explore the development of generating brand loyalty. It was also shown that brand image was a helpful originator of satisfaction and trust. Moreover, satisfaction affected trust, and brand loyalty. The current research contributed to the literature, empirically theorizing brand loyalty formation in the halal cosmetic WardahAda Tabel