Analisis Pengaruh Brand Image, Brand Trust, Brand Experience Terhadap Brand Loyalty Skincare Wardah Di Soloraya

The study aim of this research is to analyze and discuss the effect of brand image, brand trust, brand experienc on brand loyalty skincare Wardah in Soloraya. The population in this study is all people who use Wardah skincare in Soloraya, and the sample is 152 respondents. Data collection techniques through the distribution of questionnaires. Analysis of the data in this study using SmartPLS version 3.0. The sampling technique in this study used a purposive sampling technique, and the data testing technique used in this study included an external model consisting of convergent validity, discriminant validity, composite reliability, Cronbach alpha and multicollinearity test as well as an internal model consisting of the coefficient of determination, goodness of fit. , test effect size (f2), and test the hypothesis consisting of t-test, and path coefficient. The results of this study indicate that brand image has an insignificant effect on brand loyalty, brand trust has a significant effect on brand loyalty, and brand experience has a significant effect on brand loyalt