Factors Affecting Brand Loyalty with Customer Satisfaction as Mediation in Maybelline
Abstract
With the rapid development of the industry in the beauty industry, competition is not uncommon. The number of new companies that open businesses in the beauty sector with various advantages makes competition tighter. Creating customer satisfaction with a beauty brand is important for the company to maintain the welfare of the company. The purpose of this study is to find out whether social media marketing, customer engagement and brand trust can affect brand loyalty with customer engagement as mediation. A total of 100 respondents were successfully collected through an online questionnaire survey. Sampling using non-probability sampling method and purposive sampling technique. This research uses PLS-SEM (Partial Least Square-Structural Equation Modelling) program. The results of this study show that social media marketing does not have a significant effect on brand loyalty. Customer engagement has a significant effect on brand loyalty with customer satisfaction as mediation. Customer satisfaction has a significant effect on brand loyalty. Brand trust has a significant effect on brand loyalty. Brand trust has a significant effect on brand loyalty with customer satisfaction as mediation.
Copyright (c) 2023 Angelica Valent, Rodhiah Rodhiah
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