Analisis Pengaruh Brand Image, Brand Experience, Customer Satisfaction terhadap Customer Loyalty Watson Surabaya

Abstract

In this era, health and beauty have become basic needs that are considered important for today’s society. This is indicated by the increasing number of brands that are selling beauty products and medicines due to significant increase in sales. The intense competition between these brands requires them to create customer loyalty so that their brands can survive in this competitive market.

This study aims to examine whether brand image and brand experience can affect customer loyalty through customer satisfaction as a mediating variable. The object of this research is one of the brands that sells beauty and health products in Indonesia which is Watsons and the samples used in this study are 150 consumers who have visited and made purchases at Watsons Surabaya at least three times in the last three months. Sources of data obtained through the distribution of questionnaires using Google form and data analysis techniques using SEM PLS.

This study obtained T-statistic value of H1 is 5.539, T-statistic value of H2 is 6.716, T-statistic value of H3 is 4.267, T-statistic value of H4 is 3.087, and T- statistic value of H5 is 3.908. These results indicate that all of the tested hypotheses have been accepted because the T-statistic value is more than 1.96. From these results, it can also be concluded that if the brand image and brand experience of Watsons increases, it will make their customer satisfaction also increase and lead to the creation of high customer loyalty to their brand.