Analisis Dampak Brand Trust, Brand Equity, Brand Awareness Terhadap Loyalitas Pelanggan Skintific (Studi Kasus Mahasiswa Di Jember)
Keywords:
Brand Trust, Brand Equity, Brand Awareness and Customer Loyalty.Abstract
The ever-increasing development of the skincare industry in Indonesia has intensified competition among brands to attract customers. Public awareness of the importance of skincare, especially among students, is also increasing, leading to a more selective consumer lifestyle. In this context, customer loyalty is crucial for companies to ensure customers do not easily switch to other brands. One brand currently quite popular in Indonesia is Skintific, know for its science-based products and competitive quality. This study aimed to determine the influence of Brand Trust, Brand Equity and Brand Awareness on customer loyalty to Skintific products among students in Jember. Data were collected through questionnaires distributed to 397 respondents, students who use Skintific in Jember Regency. The result showed that Brand Trust, Brand Equity, and Brand Awareness each had a positive and significant influence on customer loyalty. This suggests that the higher the level of trust, brand value, and customer awareness of a product, the greater the likelihood of customers remaining loyal and making repeat purchases. These findings suggest that companies should focus more on marketing strategies that increase brand exposure and strengthen emotional connections with customers. Furthermore, product innovation and consistent quality are essential to support long-term quality are essential to support long-term customer loyalty.
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