ESTD PERPUSTAKAAN UNTAD
ESTD PERPUSTAKAAN UNTAD
| JudulPengaruh Persepsi Iklan Dan Kepercayaan Merek Terhadap Loyalitas Konsumen Melalui Kepuasan Pelanggan Produk Scarlett Whitening Di Palu Make Up |
| Nama: ELVIRA J ROSA BATALIPU |
| Tahun: 2024 |
| Abstrak The purpose of this study was to determine the perception of advertising and brand trust on consumer loyalty customer satisfaction through customer satisfaction to Scarlett Whitening products from Palu Makeup. The object of this study was consumers who had purchased products from Palu Makeup. The research method used in this study was a descriptive quantitative method. The sampling technique used purposive sampling with a total sample of 80 respondents. By using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method and SPSS. The results showed that the perception of advertising has a positive and significant effect on customer satisfaction, the perception of advertising has no positive and significant effect on consumer loyalty, brand trust has no positive and significant effect on customer satisfaction, brand trust has a positive and significant effect on consumer loyalty, customer satisfaction has a positive and dignificant effect on consumer loyalty, and the perception of advertising has a positive and significant effect on consumer loyalty mediated by customer satisfaction, and brand trust has a no positive and significant effect on consumer loyalty mediated by customer satisfaction. |