Abstract
The competition in Indonesia cosmetics industry is growing rapidly. Many brands of face powder available in the market have been popular and got a good qualityr. Wardah is one of halal cosmetics manufactured in Indonesia. This study aims to analyze the effect of brand trust, brand image, and celebrity endorsement on brand loyalty of Wardah face powder in Surabaya. Data collected with questionnaire which given to 97 respondents from community of Surabaya. The sample was selected by judgement sampling. The data were alanized by using MRA (Multiple Regression Analysis). The results found that brand trust has significant effect on brand loyalty. Brand image has no significant effect on brand loyalty and celebrity endorsement has no significant effect on brand loyalty. The results show that brand trust, brand image and celebrity endorsement effect significantly on brand loyalty. The implication is to improve the brand trust by holding event beauty class for consumert to get more trust in the facial powderof Wardah, and to increase the service for the consumers and adjust the price for them.
Highlights
The competition in Indonesia cosmetics industry is growing rapidly
Wardah is one of halal cosmetics manufactured in Indonesia
This study aims to analyze the effect of brand trust, brand image, and Celebrity Endorsement on brand loyalty of Wardah face powder in Surabaya
Summary
Persaingan dalam pasar kosmetik, khususnya bedak tabur muka di Indonesia, semakin pesat. Semakin baik citra merek yang suatu produk, maka secara tidak langsung konsumen dengan mudah akan loyal pada suatu merek. Penelitian sebelumnya menunjukkan bahwa Celebrity Endorsement memiliki pengaruh yang signifikan terhadap loyalitas merek Celebrity Endorsement pada suatu merek dapat mempengaruhi konsumen loyal dengan merek tersebut jika selebriti yang dipakai memiliki citra yang baik. Celebrity Endorsement pada suatu merek dapat mempengaruhi tingkat penjualan suatu produk dan dapat dengan mudah menyampaikan pesan kepada konsumen mengenai suatu produk, semakin terkenal dan mempunyai citra yang positif di mata masyarakat Celebrity Endorsementyang digunakan akan lebih baik untuk penjualan suatu produk. (2015) semakin terkenal dan mempunyai citra yang positif di mata masyarakat selebriti yang digunakan akan lebih baik untuk para konsumen menjadi loyal dengan merek tersebut. Penelitian ini akan memfokuskan pada peran kepercayaan merek, citra merek dan Celebrity Endorsement terhadap loyalitas konsumen
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
