COGNITIVE-AFFECTIVE ASPECTS OF FORMING BRAND LOYALTY
This study has the aims to determine both direct and indirect effects of brand experience, brand satisfaction, brand love dan brand loyalty to Wardah cosmetic’s consumers in Malang City. 160 samples were taken by using the nonprobability approach with purposive sampling technique. Data was collected...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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University of Brawijaya
2019-06-01
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| Series: | Jurnal Aplikasi Manajemen |
| Subjects: | |
| Online Access: | https://jurnaljam.ub.ac.id/index.php/jam/article/view/1462 |
| _version_ | 1818984496522854400 |
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| author | Mardhatillah Shanti Sunaryo Sunaryo Ainur Rofiq |
| author_facet | Mardhatillah Shanti Sunaryo Sunaryo Ainur Rofiq |
| author_sort | Mardhatillah Shanti |
| collection | DOAJ |
| description | This study has the aims to determine both direct and indirect effects of brand experience, brand satisfaction, brand love dan brand loyalty to Wardah cosmetic’s consumers in Malang City. 160 samples were taken by using the nonprobability approach with purposive sampling technique. Data was collected through questionnaires and analyzed using SmartPLS 3.0. Respondents were above 15 years of age and had bought and used Wardah cosmetics more than once. The result found that brand experience has no significant effect on brand loyalty. Furthermore, brand satisfaction and brand love are found as a full mediation to the effect of brand experience on brand loyalty. For further research are recommended to use more than one cosmetic brand as the object of the research, to provide more representative results. |
| first_indexed | 2024-12-20T18:19:56Z |
| format | Article |
| id | doaj.art-92e004d5370e4f1e918724962393d04c |
| institution | Directory Open Access Journal |
| issn | 1693-5241 2302-6332 |
| language | English |
| last_indexed | 2024-12-20T18:19:56Z |
| publishDate | 2019-06-01 |
| publisher | University of Brawijaya |
| record_format | Article |
| series | Jurnal Aplikasi Manajemen |
| spelling | doaj.art-92e004d5370e4f1e918724962393d04c2022-12-21T19:30:17ZengUniversity of BrawijayaJurnal Aplikasi Manajemen1693-52412302-63322019-06-0117210.21776/ub.jam.2019.017.02.10997COGNITIVE-AFFECTIVE ASPECTS OF FORMING BRAND LOYALTYMardhatillah Shanti0Sunaryo Sunaryo1Ainur Rofiq2Master in Management Program, Faculty of Economic and Business, Brawijaya UniversityFaculty of Economic and Business, Brawijaya UniversityFaculty of Economic and Business, Brawijaya UniversityThis study has the aims to determine both direct and indirect effects of brand experience, brand satisfaction, brand love dan brand loyalty to Wardah cosmetic’s consumers in Malang City. 160 samples were taken by using the nonprobability approach with purposive sampling technique. Data was collected through questionnaires and analyzed using SmartPLS 3.0. Respondents were above 15 years of age and had bought and used Wardah cosmetics more than once. The result found that brand experience has no significant effect on brand loyalty. Furthermore, brand satisfaction and brand love are found as a full mediation to the effect of brand experience on brand loyalty. For further research are recommended to use more than one cosmetic brand as the object of the research, to provide more representative results.https://jurnaljam.ub.ac.id/index.php/jam/article/view/1462Brand ExperienceBrand SatisfactionBrand LoveBrand Loyalty |
| spellingShingle | Mardhatillah Shanti Sunaryo Sunaryo Ainur Rofiq COGNITIVE-AFFECTIVE ASPECTS OF FORMING BRAND LOYALTY Jurnal Aplikasi Manajemen Brand Experience Brand Satisfaction Brand Love Brand Loyalty |
| title | COGNITIVE-AFFECTIVE ASPECTS OF FORMING BRAND LOYALTY |
| title_full | COGNITIVE-AFFECTIVE ASPECTS OF FORMING BRAND LOYALTY |
| title_fullStr | COGNITIVE-AFFECTIVE ASPECTS OF FORMING BRAND LOYALTY |
| title_full_unstemmed | COGNITIVE-AFFECTIVE ASPECTS OF FORMING BRAND LOYALTY |
| title_short | COGNITIVE-AFFECTIVE ASPECTS OF FORMING BRAND LOYALTY |
| title_sort | cognitive affective aspects of forming brand loyalty |
| topic | Brand Experience Brand Satisfaction Brand Love Brand Loyalty |
| url | https://jurnaljam.ub.ac.id/index.php/jam/article/view/1462 |
| work_keys_str_mv | AT mardhatillahshanti cognitiveaffectiveaspectsofformingbrandloyalty AT sunaryosunaryo cognitiveaffectiveaspectsofformingbrandloyalty AT ainurrofiq cognitiveaffectiveaspectsofformingbrandloyalty |