Susanti, Hany (2025) PENGARUH BRAND EXPERIENCE, PERCEIVED VALUE, DAN BRAND TRUST TERHADAP BRAND LOYALTY PRODUK GLAD2GLOW DI KALANGAN GEN Z KOTA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The skincare industry in Indonesia is growing rapidly, making skincare a routine need for modern society. Amidst increasingly tight competition and negative issues, companies need to understand the factors that influence brand loyalty, especially the Gen Z segment which is known to be critical and lighting. This study aims to determine the effect of brand experience, perceived value, and brand trust on brand loyalty of Glad2Glow products among Gen Z in Surabaya City. This study uses a quantitative approach. This study used a sample of 112 respondents selected through purposive sampling technique, with the criteria of respondents aged 17 to 27 years, domiciled in Surabaya City, and have purchased and used Glad2Glow products at least twice. Data analysis was carried out using the SEM method based on Partial Least Squares (PLS) with SmartPLS software. The results of the study show that: (1) Brand Experience has a positive and significant effect on Brand Loyalty, (2) Perceived Value has a positive and significant effect on Brand Loyalty, and (3) Brand Trust has a positive and significant effect on Brand Loyalty.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Hany Susanti | ||||||||
| Date Deposited: | 18 Jun 2025 08:22 | ||||||||
| Last Modified: | 18 Jun 2025 08:22 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/38429 |
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