The Effect Of Brand Experience On Brand Love Mediated By Brand Authenticity For Wardah Consumers In Yogyakarta

Abstract

In The use of cosmetics has become an important need for most women. As technology evolves, brands have an ever-increasing arsenal of weapons to use in creating brand experiences. Wardah is a cosmetic brand that is quite attractive to women because it is safe to use and has a halal label. Customers' love for the Wardah brand is based on products that are safe on the skin, easy to find, and varied products. Wardah products occupy the second position as a local beauty brand. The research was conducted using quantitative methods by distributing online questionnaires to women aged 17-45 years old, living in Yogyakarta, having an interest in Wardah products, and having experience buying Wardah products. The results in this study indicate that the three supporting attributes of brand experience, namely sensory brand experience, behavioral brand experience, and intellectual brand experience, all have a positive influence on brand authenticity. The variables that have the strongest influence and are directly related to brand authenticity are sensory brand experience, behavioral brand experience, and intellectual brand experience. While the affective brand experience variable is not proven to have a significant effect on brand authenticity. And the brand authenticity variable has a positive and significant effect on brand love.