Pengaruh Kesadaran Merek, Citra Merek, Dan Kepercayaan Merek Terhadap Loyalitas MerekPada Produk Kecantikan Ms Glow Di Surabaya
Daftar Isi:
- Nowadays, the development of beauty products is very high, where currently many people are fond of Skin Care products which are influenced by lifestyles that encourage individuals to look better, especially in the city of Surabaya. Ms Glow is one of the most popular beauty products in Surabaya. The purpose of this study was to examine the effect of brand awareness, brand image, and brand trust on brand loyalty MS Glow beauty products in Surabaya. This type of research is quantitative research. The sample in this study was 100 Ms glow customers in Surabaya using purposive sampling technique. The data collection technique in this study used Partial Least Square analysis using the WarpPLS 7.0 program. The results of the analysis in this study indicate that brand awareness has a significant positive effect on brand loyalty ms glow surabaya, also brand trust has a significant positive effect on brand loyalty ms glow surabaya only one variable, namely brand image is not significant but has a positive effect on brand loyalty on Ms glow beauty product in Surabaya.