Work

The Influence of Brand Image, Price Perception, Brand Awareness on Brand Loyalty (Study on Wardah Facial Cleanser Customers)

Year: 2024

Type: article

Abstract: The research aims to determine the effect of brand image, price perception, brand awareness on brand loyalty (study on wardah facial cleanser customers). This research was conducted on 185 respondents using a quantitative approach. The data analysis method used is Structural Equation Modelling (SEM). The results showed that brand image has a positive and significant effect on wardah facial cleanser brand loyalty, price perception has a positive and significant effect on wardah facial cleanser brand loyalty, brand awareness has a positive and significant effect on wardah facial cleanser brand loyalty.

Source: Jurnal Ilmiah Manajemen dan Bisnis

DOI: 10.22441/jimb.v10i3.28119

Authors: Fitri Diana Puspasari, Andyan Pradipta Utama

Institution: Mercu Buana University

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4405983202

FWCI: 0.472

Cites:

Cited by: 1

Related to: 10