ANALYSIS OF THE INFLUENCE OF BRAND TRUST, BRAND EXPERIENCE, BRAND LOVE & BRAND SACREDNESS ON BRAND FIDELITY ON SKINTIFIC CONSUMERS

Larasati Ayu Sekarsari; Ditayatul Umrulloh

doi:10.25134/ijsm.v8i1.11308

Larasati Ayu Sekarsari Universitas Hayam Wuruk Perbanas
Ditayatul Umrulloh Universitas Hayam Wuruk Perbanas

DOI: https://doi.org/10.25134/ijsm.v8i1.11308

Abstrak

This study aims to determine the effect of Brand Trust, Brand Experience, Brand Love and Brand Sacredness on Brand Fidelity in Skintific product users. The research used a quantitative method with hypothesis testing, where data was collected through a questionnaire distributed via google form to 158 respondents who had purchased and used Skintific products. This study used a purposive sampling technique. Data were analyzed using Structural Equation Modeling (SEM) based on WarpPLS version 7.0. The results of this study indicate that Brand Trust and Brand Experiencer have a significant effect on Brand Love. Brand Love has a significant effect on Brand Sacredness and Brand Fidelity. In addition, Brand Sacredness also has a significant effect on Brand Fidelity in Skintifc product users.

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Departement Of Management

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