Pengaruh Brand Experience Terhadap Brand Loyalty Melalui Mediasi Brand Trust, Brand Love Dan Perceived Quality Pada Produk Skincare
DOI:
https://doi.org/10.31004/joecy.v6i2.11308Keywords:
brand experience, brand trust, brand love, perceived quality, brand loyalty, skincare lokalAbstract
Industri skincare lokal mengalami pertumbuhan pesat seiring meningkatnya kesadaran konsumen terhadap perawatan kulit. Salah satu brand lokal skincare yang sedang berkembang pesat adalah skincare NPure. Brand Loyalty pada skincare NPure dipengaruhi oleh beberapa faktor, yaitu brand experience, brand trust, perceived quality. Tujuan penelitian ini adalah untuk mengetahui pengaruh brand experience terhadap brand loyalty dengan secara langsung maupun melalui mediasi brand trust, brand love dan perceived quality pada konsumen merek skincare lokal NPure. Penelitian ini menggunakan metode purposive sampling dengan 120 responden minimal usia 20 tahun, perempuan pengguna skincare, melakukan pembelian produk NPure sebanyak minimal 3 kali dalam 1 tahun terakhir dan berdomisili di Jakarta Barat. Sebagai alat inferensi, penelitian ini menggunakan PLS-SEM. Hasil penelitian ini membuktikan bahwa brand experience berpengaruh positif terhadap brand trust, brand love, dan perceived quality, namun tidak terhadap brand loyalty, serta berperan sebagai mediasi dalam membentuk brand loyalty. Temuan ini memberikan implikasi yang bisa dijadikan pertimbangan oleh manajemen skincare lokal dalam menyusun strategi pemasaran untuk meningkatkan loyalitas konsumen. Penelitian ini dapat menjadi acuan bagi manajemen skincare lokal untuk lebih memfokuskan upaya pada peningkatan brand experience, sehingga mampu memperkuat kepercayaan konsumen, membangun ikatan emosional, meningkatkan persepsi kualitas, serta mendorong terciptanya loyalitas.
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