Indonesian Interdisciplinary Journal of Sharia Economics (May 2025)

Do Brand Attachment and Brand Love Truly Mediate the Influence of Consumer Satisfaction on Brand Loyalty Towards Wardah Cosmetic Products?

  • Vita Yuniar,
  • Soepatini Soepatini

DOI
https://doi.org/10.31538/iijse.v8i2.6946
Journal volume & issue
Vol. 8, no. 2

Abstract

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This study aims to analyze the influence consumer satisfaction towards brand loyalty mediated by brand attachment and brand love for Wardah cosmetic products. This study uses a quantitative method with the SEM-PLS analysis approach, involving 160 respondents who are Wardah product users. Data were collected through an online questionnaire. The results of the study show that consumer satisfaction has a significant effect on brand attachment. Consumer satisfaction also has a significant effect on brand love. Consumer satisfaction has a significant direct effect on brand loyalty. Then, brand attachment has a significant direct effect on brand loyalty. Brand love also has a significant effect on brand loyalty. In addition, brand attachment is proven to be a significant mediator between brand satisfaction and brand loyalty. Then, brand love is also proven to be a significant mediator between consumer satisfaction and brand loyalty.

Keywords