Pengaruh Pengalaman Merek, Kepercayaan, dan Kepuasan Terhadap Loyalitas Konsumen: Studi Empiris Pada Merek Skincare Lokal Glad2Glow

Belinda Rosa Dianta, Anton Agus Setyawan

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh pengalaman merek, kepercayaan, dan kepuasan terhadap loyalitas konsumen pada merek skincare lokal Glad2Glow. Penelitian menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Populasi penelitian adalah konsumen Glad2Glow, dengan sampel sebanyak 106 responden yang dipilih menggunakan teknik purposive sampling berdasarkan kriteria usia 18–35 tahun, pernah menggunakan produk minimal satu bulan terakhir, dan berdomisili di Indonesia. Data primer dikumpulkan secara daring melalui kuesioner berbasis skala Likert 5 poin dan dianalisis menggunakan SPSS. Tahapan analisis meliputi uji validitas, reliabilitas, uji asumsi klasik, serta analisis regresi linier sederhana dan berganda. Hasil penelitian menunjukkan bahwa pengalaman merek berpengaruh positif dan signifikan terhadap kepuasan, kepercayaan, dan loyalitas konsumen. Kepuasan konsumen juga terbukti berpengaruh positif dan signifikan terhadap loyalitas, sedangkan kepercayaan tidak berpengaruh signifikan secara langsung, namun berperan sebagai faktor pendukung. Secara simultan, kepuasan dan kepercayaan mampu menjelaskan 55,5% variasi loyalitas konsumen. Temuan ini menegaskan bahwa pengalaman merek dan kepuasan merupakan faktor utama dalam membangun loyalitas konsumen skincare lokal.

Keywords


Kepercayaan, Kepuasan, Loyalitas Konsumen, Pengalaman Merek, Skincare Lokal.

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DOI: https://doi.org/10.17509/ijdb.v5i4.96701

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