Pentingnya Persepsi Merek Untuk Menjaga Reputasi Serta Niat Beli Kembali: Peran Loyalitas Merek Pada Brand Kosmetik Lokal di Indonesia

Nina Jayanti; Kurniawati Kurniawati; Yolanda Masnita

doi:10.37479/jeej.v7i2.26837

Pentingnya Persepsi Merek Untuk Menjaga Reputasi Serta Niat Beli Kembali: Peran Loyalitas Merek Pada Brand Kosmetik Lokal di Indonesia

Nina Jayanti, Kurniawati Kurniawati, Yolanda Masnita

Abstract

The aim of this research is to analyze brand perception and brand reputation on brand loyalty through repurchase intention. This research uses quantitative methods by collecting data from 130 local cosmetic brand users in Indonesia using nonprobability sampling techniques. The research results prove that perceived brand ethical behavior has a positive impact on brand reputation. And perceived brand legitimacy has a positive impact on brand reputation. In addition, brand reputation does not have a positive impact on purchase intentions. And purchase intention has a positive effect on brand loyalty. Furthermore, brand reputation has a positive influence on brand loyalty, and finally brand reputation has an indirect influence on brand loyalty through purchase intention. The managerial implications in this research are expected to continue to improve brand reputation by continuing to provide good service. In this way, brand loyalty can be formed so that consumers make purchases from the same brand.

Keywords

Brand Perception, Brand Reputation, Repurchase Intention, Brand Loyalty

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DOI: https://doi.org/10.37479/jeej.v7i2.26837