Electronic Theses and Dissertation
Universitas Syiah Kuala
SKRIPSI
THE EFFECT OF BRAND IMAGE, PERCEIVED QUALITY AND CELEBRITY ENDORSEMENT ON BRAND LOYALTY OF WARDAH COSMETIC: THE MEDIATING ROLE OF BRAND TRUST AMONG GEN Z WOMEN IN BANDA ACEH
Pengarang
KHARISMA YUMNA EL FAJAR - Personal Name;
Dosen Pembimbing
Cut Aprilia - 198404052014042001 - Dosen Pembimbing I
Halimatussakdiah - 197010301998032003 - Dosen Pembimbing II
Muhammad Adam - 196206171988111001 - Penguji
Iskandarsyah - 196511062000031001 - Penguji
Nomor Pokok Mahasiswa
2101102010213
Fakultas & Prodi
Fakultas Ekonomi dan Bisnis / Manajemen (S1) / PDDIKTI : 61201
Subject
Kata Kunci
Penerbit
Banda Aceh : Fakultas Ekonomi dan Bisnis., 2026
Bahasa
No Classification
-
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Tidak Tersedia Deskripsi
ABSTRACT This study examines the influence of Brand Image, Perceived Quality, and Celebrity Endorsement on Brand Loyalty toward Wardah cosmetic products, with Brand Trust as a mediating variable among Gen Z women in Banda Aceh. Using a quantitative approach with purposive sampling, data were collected from 230 female Gen Z respondents who use Wardah cosmetics and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) through SmartPLS 4.0. The results show that Brand Image, Perceived Quality, and Celebrity Endorsement positively and significantly affect Brand Loyalty, both directly and indirectly through Brand Trust. Brand Trust serves as a partial mediator, indicating its crucial role in fostering loyalty toward the brand. Overall, the findings highlight that a strong brand image, consistent product quality, and credible celebrity endorsements can enhance consumer trust and loyalty, particularly among Gen Z women. Keywords: Brand Image, Perceived Quality, Celebrity Endorsement, Brand Trust, Brand Loyalty, Gen Z Women)
PENGARUH PERCEIVED QUALITY, PERCEIVED VALUE, DAN PERCEIVED DIFFERENTIATION TERHADAP BRAND LOYALTY YANG DIMEDIASI OLEH BRAND TRUST PADA RESTORAN ATARIKI JAPAN (Iqbal Afkar, 2025)
PENGARUH EXPERIENTIAL MARKETING DAN PERCEIVED QUALITY TERHADAP BRAND LOYALTY YANG DIMEDIASI OLEH BRAND TRUST PADA PELANGGAN ATARIKI JAPAN DI KOTA BANDA ACEH (Munanda Putri Rezeki, 2023)
PENGARUH SOCIAL MEDIA MARKETING DAN PERCEIVEDVALUE TERHADAP BRAND LOYALTY YANG DIMEDIASI OLEH BRAND TRUST PADA PELANGGAN MEREK EXECUTIVE DI KOTA BANDA ACEH (NAUFAL ROMIZ MALTUF, 2025)
PENGARUH PRODUCT INNOVATION, BRAND IMAGE RECOGNITION DAN BRAND EXPERIENCE TERHADAP BRAND LOYALTY YANG DIMEDIASI OLEH BRAND TRUST (NATASHA ATHIRA KEISHA HARDIA, 2025)
PENGARUH SERVICE QUALITY DAN PERCEIVED VALUE TERHADAP BRAND TRUST YANG DIMEDIASI BRAND IMAGE PADA MAHASISWA USK PENGGUNA E-WALLET SHOPEEPAY DI BANDA ACEH (Zalfa Annafisah Daulay, 2023)