Influence Brand Trust And Brand Love To Brand Loyaty Case Study of Wardah Brand Cosmetic Products

Musabaev Rasuljon Karimojonovich, chairul Furqon, Kholboyev Bakhrom Avazbayevich, Sani Afiyah Widaningsih

Abstract


This research aims to analyze the influence of Brand Trust and Brand Love on Brand Loyalty in Wardah cosmetic products. The research method used is quantitative with a descriptive-analytic approach. Data was obtained through a questionnaire distributed to 100 respondents who regularly use Wardah products. The data analysis technique uses multiple regression to evaluate the direct and simultaneous influence of the two independent variables on the dependent variable. The research results show that Brand Trust and Brand Love have a positive and significant influence on Brand Loyalty, both individually and simultaneously. These findings emphasize the importance of consumer trust in brands and emotional attachment in increasing consumer loyalty. The results of this research can be a strategic guide for companies to maintain and increase consumer loyalty to the Wardah brand.


Keywords


Brand Trust, Brand Love, Brand Loyalty, Wardah, Consumer Loyalty

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DOI: https://doi.org/10.17509/msb.v7i2.89747

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