Dari Brand Experience ke Brand Loyalty: Peran Perceived Quality pada Maybelline SuperStay Matte Ink
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Abstract
Persaingan industri kosmetik di era digital mendorong tingginya perpindahan merek sehingga perusahaan perlu memperkuat loyalitas konsumen. Penelitian ini bertujuan menganalisis pengaruh Brand Experience terhadap Brand Loyalty serta peran Perceived Quality sebagai variabel mediasi. Pendekatan kuantitatif digunakan dengan melibatkan 160 pengguna Maybelline SuperStay Matte Ink sebagai responden melalui kuesioner skala Likert. Hasil penelitian menunjukkan bahwa Brand Experience berpengaruh positif dan signifikan terhadap Perceived Quality. Selain itu, Perceived Quality terbukti berpengaruh positif dan signifikan terhadap Brand Loyalty. Brand Experience juga memiliki pengaruh positif dan signifikan terhadap Brand Loyalty. Temuan lainnya menunjukkan bahwa Perceived Quality mampu memediasi hubungan antara Brand Experience dan Brand Loyalty. Hasil ini mengindikasikan bahwa pengalaman merek yang positif dapat meningkatkan persepsi kualitas konsumen sehingga mendorong terbentuknya loyalitas terhadap merek.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
LPPM Politeknik Piksi Ganesha Indonesia
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