Influences on Brand Loyalty Among Thai Female Cosmetic Consumers

Taghipour, Amirhossein; Loh, Aaron

doi:10.20319/pijss.2017.32.19471969

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2022

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“…This shows that until now local brands are still not the first choice of many Indonesian women. In fact, according to Sharma, Bhola, Malyan, & Patni (2013) and Taghipour & Loh (2017) the customer's primary or first choice of a brand can be a measure of the level of brand loyalty.…”

Section: Basedmentioning

confidence: 99%

Increase brand loyalty through brand benefits on domestic products in Indonesia

Dirgantari

Yusary

Wibowo

et al. 2022

JEECAR

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This study aims to analyze the effect of brand benefits in increasing brand loyalty of domestic products in Indonesia, a study on users of Indonesian domestic skincare products. A quantitative approach was used in the research, by distributing a comprehensive questionnaire and literature. The number of samples obtained was 200 people and Structural Equation Modeling was used in the data analysis technique. The results of the study show that the description of brand benefits and brand loyalty is quite high and brand benefits have an effect on brand loyalty. The dimension of brand benefit that contributes the most is emotional benefit, while the dimension of brand benefit that contributes the least and needs to be improved is social benefit.

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Section: Basedmentioning

confidence: 99%