Title:
BUILDING BRAND LOYALTY THROUGH CONSUMER ENGAGEMENT AND BRAND TRUST ON SKINCARE PRODUCT

Authors:
Erghana Kanza Kirana and Lilik Wahyudi

Abstract:
This study examines the effect of consumer engagement, brand trust, and brand love on brand loyalty. This study also analyzes the indirect impact of consumer engagement and consumer trust on brand loyalty through brand love. The research samples were 175 respondents. The data collected by questionnaire and distributed online. Purposive sampling is used for sampling methods based on certain criteria. In this study, the research sample is consumer in this study, the research sample was consumers who had or are currently using Wardah's personal care products. The analysis result shows that consumer engagement and brand love have a significant and positive effect on brand loyalty. Only consumer engagement has a positive and significant impact on brand loyalty. Mediating effect analysis also shows that brand love does not mediate the relationship between consumer engagement and brand loyalty.

Keywords:
Consumer Engagement, Brand Trust, Brand Love, Brand Loyalty

DOI:
http://dx.doi.org/10.37500/IJESSR.2021.4122