The Influence of Brand Reputation and Brand Experience on Consumer Loyalty Towards Viva Brand Cosmetics In ambon city
Keywords:
Brand Reputation, Brand Experience, Consumer Loyalty, Viva Cosmetics, AmbonAbstract
This study aims to determine the effect of brand reputation and brand experience on consumer loyalty to Viva brand cosmetic products in Ambon City. The research method used is a quantitative approach with a survey technique. The research sample was 150 female respondents aged 25–65 years who use Viva products. Data were collected through questionnaires and analyzed using multiple linear regression analysis. The results showed that brand reputation and brand experience have a positive and significant effect on consumer loyalty. This finding emphasizes the importance of building a good brand image and creating a positive experience for consumers in increasing loyalty to Viva cosmetic products.
References
Aaker, D. A.(1996).Building strong brands.New York: Free Press.
Agility PR. (2023). What is brand reputation and why does it matter? Agility PR Solutions. Retrieved fromhttps://www.agilitypr.com
Ahmed, R.R., Streimikis, D., Hanafi, M.R., Streimikis, J., & Alam, S.H. (2023). Extended Signaling Theory and Role of Corporate Social Responsibility and Brand Personality. Engineering Economics, 34(4), 470–484. https://doi.org/10.5755/j01.ee.34.4.33348
Central Statistics Agency (BPS).(2023).Indonesian cosmetics industry statistics 2020–2023.Jakarta:
Brakus, J.J., Schmitt, B.H., & Zarantonello, L.(2009).Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68.https://doi.org/10.1509/jmkg.73.3.52
Determ. (2023). Brand reputation: Definition, importance, and how to measure it. Determ Blog. Retrieved fromhttps://www.determ.com/blog
Farida, Nida U. (2017). The Influence of Brand Reputation, Product Quality, and Word of Mouth on Repurchase Intention of the Apikri Multipurpose Cooperative (KSU). Faculty of Economics, Yogyakarta State University.
Ferreira, M. C., Rodrigues, P., & Rodrigues, H. (2019). Brand experience and brand loyalty: A mediation analysis of brand satisfaction and brand trust. Journal of Product & Brand Management, 28(6), 784–796.https://doi.org/10.1108/JPBM-12-2017-1712
Ghozali, I.(2006).Multivariate analysis application with SPSS program.Semarang: Diponegoro University Publishing Agency
Hair, JF, Black, WC, Babin, BJ, & Anderson, R. E.(2020).Multivariate data analysis(8th ed.). Andover, Hampshire: Cengage Learning EMEA.
Hair, JF, Black, WC, Babin, BJ, & Anderson, RE (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Pearson Prentice Hall.
Keller, KL(2016).Strategic brand management: Building, measuring, and managing brand equity(4th ed.). Harlow, England: Pearson Education.
Khan, I., & Fatma, M. (2023). CSR Influence on Brand Image and Consumer Word of Mouth: Mediating Role of Brand Trust. Sustainability, 15(4), 3409. https://doi.org/10.3390/su15043409
Khan, I., & Fatma, M. (2017). Antecedents and outcomes of brand experience: An empirical study. Journal of Brand Management, 24(5), 439–452. https://doi.org/10.1057/s41262-017-0040-1
Kim, J., & Park, J.(2019).The effects of brand reputation and brand trust on brand loyalty: The mediating role of customer satisfaction. Journal of Retailing and Consumer Services, 47, 1–10.https://doi.org/10.1016/j.jretconser.2018.11.005
Nguyen, T.H., Tran, MD, & Le, A.T. (2022). Brand reputation, brand trust, and brand loyalty: Evidence from the smartphone market in Vietnam. Cogent Business & Management, 9(1), 2078751. https://doi.org/10.1080/23311975.2022.2078751
Perkosmi (Association of Indonesian Cosmetics Companies)).(2023).Annual report of the Indonesian cosmetics industry.Jakarta: Perkosmi.
Rahmawati, A., & Pratama, Y. (2022). The effect of brand reputation and brand experience on brand loyalty in the cosmetic industry in Indonesia. International Journal of Business and Management Review, 10(5), 15–27.
Salsabila, D., & Nurhadi, H. (2022). The influence of brand experience, brand trust, and brand image on brand loyalty to Nivea Hand & Body Lotion products. Scientific Journal of Management, 10(2), 134–145.
Wahyuni, D., & Pratiwi, S. (2023).The influence of brand experience and brand trust on consumer loyalty to local skincare products in Indonesia. Journal of Applied Economics and Business,7(1), 45–57.
Wang, S., Wu, W.-Y., Liao, Y.-K., & Le, KBH (2021). The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions. Sustainability, 13(21), 11975. https://doi.org/10.3390/su132111975
Widiyantoro, A., & Kuswati, D. (2023). Indicators of brand experience in modern consumer behavior. Journal of Business and Management Research, 12(1), 44–53.
Widiyantoro, A., & Kuswati, D. (2024). Understanding the influence of brand experience and brand satisfaction on brand loyalty: Mediated by brand love. International Journal of Marketing Studies, 16(2), 88–99.
