Oktafia, Linda (2025) Pengaruh Brand Experience dan Brand Engagement Terhadap Brand Loyalty Pada Komunitas Instagram Wardah Youth Ambassador. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study is driven by the growing importance of consumer loyalty within digital communities, particularly in the beauty industry. The aim of this research is to analyze the influence of Brand Experience and Brand Engagement on Brand Loyalty among members of the Wardah Youth Ambassador community on Instagram. A quantitative approach with descriptive and causal methods was applied. Data were collected through questionnaires from 90 respondents and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that Brand Experience has a significant influence on Brand Loyalty with a path coefficient of 0.593 and a p-value of 0.000. Brand Engagement also significantly affects Brand Loyalty, with a path coefficient of 0.239 and a p-value of 0.046. These results indicate that both Brand Experience and consumer engagement are key factors in fostering loyalty toward cosmetic brands on social media platforms. Keywords: Brand Engagement; Brand Experience; Brand Loyalty; Instagram Community
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory 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: | LINDA OKTAFIA | ||||||||
| Date Deposited: | 21 Jul 2025 07:03 | ||||||||
| Last Modified: | 21 Jul 2025 07:03 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/40220 |
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