Image of PENGARUH BRAND PERSONALITY TERHADAP BRAND LOYALTY PRODUK WARDAH MELALUI BRAND COMMUNICATION (STUDI PADA KONSUMEN PRODUK WARDAH DI KOTA PALEMBANG)

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PENGARUH BRAND PERSONALITY TERHADAP BRAND LOYALTY PRODUK WARDAH MELALUI BRAND COMMUNICATION (STUDI PADA KONSUMEN PRODUK WARDAH DI KOTA PALEMBANG)

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This research aims to examine the influence of brand personality on brand loyalty for Wardah products through brand communication. The research method used is a quantitative approach with a non-probability sampling technique, specifically purposive sampling. Data analysis was conducted using the Partial Least Squares-Structural Equation Model (PLS-SEM) and processed with SmartPLS 4.0 software. The researchers distributed questionnaires to 150 respondents who are consumers of Wardah products residing in Palembang City. The results of this study indicate that: (1) brand personality has a significant positive direct effect on brand loyalty for Wardah products, with a coefficient value of 0.423 and an R-Square value of 37,2%; (2) brand personality has a significant positive direct effect on brand communication for Wardah products, with a coefficient value of 0.480 and an R-Square value of 23%; (3) brand communication has a significant positive direct effect on brand loyalty for Wardah products, with a coefficient value of 0.281; (4) brand personality has a significant indirect effect on brand loyalty through brand communication as a mediating variable, with a coefficient value of 0.135. Additionally, the Variance Accounted For (VAF) calculation shows that brand communication partially mediates the relationship between brand personality and brand loyalty by 24.17%. Based on these findings, it is concluded that brand personality influences brand loyalty both directly and indirectly through brand communication. Keywords: Brand Personality, Brand Communication, Brand Loyalty, Wardah.

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Inventory Code Barcode Call Number Location Status
2507001963T169700T1697002025Central Library (Reference)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1697002025
Publisher
: Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sriwijaya.,
Collation
ix, 46 hlm.; ill.; tab.; 29 cm.
Language
Indonesia
ISBN/ISSN
-
Classification
302.207
Content Type
-
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Komunikasi
Specific Detail Info
-
Statement of Responsibility
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