PENGARUH MEREK TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI PRODUK KECANTIKAN
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Brand Personality,
Brand Loyalty,
Brand Image,
Beauty Industry,
Industri Kecantikan
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Abstract
The local cosmetics industry in Indonesia is experiencing significant growth with a higher level of competition in the market. This study aims to analyze the effect of brand communication on brand loyalty, as well as the mediating role of brand personality and brand image moderation in the relationship. A quantitative approach was used by collecting data from 50 consumers of local cosmetic brands such as Make Over, Wardah, Scarlett Whitening, Somethinc, and MS Glow through a Likert scale-based questionnaire. Data were analyzed using the Structural Equation Modeling (SEM) method. The results showed that brand communication has a significant positive effect on brand loyalty, both directly and through the mediation of brand personality. In addition, brand image strengthens the relationship between brand personality and brand loyalty. This study provides strategic implications for local cosmetic brands to increase consumer loyalty through effective brand communication and strengthening brand personality.
Industri kosmetik lokal di Indonesia mengalami pertumbuhan signifikan dengan semakin tingginya tingkat persaingan di pasar. Penelitian ini bertujuan untuk menganalisis pengaruh brand communication terhadap brand loyalty, serta peran mediasi brand personality dan moderasi brand image dalam hubungan tersebut. Pendekatan kuantitatif digunakan dengan mengumpulkan data dari 50 konsumen merek kosmetik lokal seperti Make Over, Wardah, Scarlett Whitening, Somethinc, dan MS Glow melalui kuesioner berbasis skala Likert. Data dianalisis menggunakan metode Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa brand communication memiliki pengaruh positif signifikan terhadap brand loyalty, baik secara langsung maupun melalui mediasi brand personality. Selain itu, brand image memperkuat hubungan antara brand personality dan brand loyalty. Penelitian ini memberikan implikasi strategis bagi merek kosmetik lokal untuk meningkatkan loyalitas konsumen melalui komunikasi merek yang efektif dan penguatan kepribadian merek.
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