Pengaruh Brand Personality, Brand Experience, Self-Brand Connection, Brand Love & Brand Trust terhadap Brand Loyalty Kosmetik Wardah

Technological advances sharpen competition in the cosmetics industry and force companies to innovate stay competitive continuously. The study aims test analyze influence of brand personality, experience, self-brand connection, love & trust on loyalty Wardah Cosmetics users. This research proposes a modified model from previous model, which is expected produce that can predict Brand Loyalty through empirical cosmetic industry. Primary data was collected 402 Indonesian female respondents who became customers before 2021 with non-probability purposive sampling technique. Model construction its interrelationships were tested partial least square-structural equation modeling (PLS-SEM) using SmartPLS 3.3.2 program. result shows personality positively affects experience affect love. More, trust, love, loyalty. novelty proposed has never been used predicting products, expectedly other also use this developing marketing strategies increase their