THE IMPACT OF BRAND SATISFACTION TOWARD BRAND LOYALTY WITH EMOTIONAL BRAND ATTACHMENT AND BRAND LOVE AS INTERVENING VARIABLE FOR LOCAL BRAND COSMETICS

The objective of this study is to investigate the influenced of emotional brand attachment and brand love, mediated by brand satisfaction, on the impact of satisfaction to loyalty. The research was conducted on April 06, 2023, using a survey method with a Likert scale. The target population consisted of users of Local Cosmetic Brands (Wardah, Emina, and Make Over) who had purchased and utilized the products within the past year and was in Yogyakarta. Through purposive sampling, 153 questionnaires were distributed to most respondents. Data analysis was performed using SmartPLS version 3.2.9 PLS (Partial Least Square) software with structural equation analysis (SEM). The findings of the study indicated that emotional brand attachment and brand love, mediated by brand satisfaction, significantly influence brand loyalty