PENGARUH BRAND PERSONALITY TERHADAP BRAND LOYALTY PRODUK WARDAH MELALUI BRAND COMMUNICATION (STUDI PADA KONSUMEN PRODUK WARDAH DI KOTA PALEMBANG)

SARTIKA, MILANDA and Alamsyah, Alamsyah and Pratiwi, Miftha (2025) PENGARUH BRAND PERSONALITY TERHADAP BRAND LOYALTY PRODUK WARDAH MELALUI BRAND COMMUNICATION (STUDI PADA KONSUMEN PRODUK WARDAH DI KOTA PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to examine the influence of brand personality on brand loyalty for Wardah products through brand communication. The research method used is a quantitative approach with a non-probability sampling technique, specifically purposive sampling. Data analysis was conducted using the Partial Least Squares-Structural Equation Model (PLS-SEM) and processed with SmartPLS 4.0 software. The researchers distributed questionnaires to 150 respondents who are consumers of Wardah products residing in Palembang City. The results of this study indicate that: (1) brand personality has a significant positive direct effect on brand loyalty for Wardah products, with a coefficient value of 0.423 and an R-Square value of 37,2%; (2) brand personality has a significant positive direct effect on brand communication for Wardah products, with a coefficient value of 0.480 and an R-Square value of 23%; (3) brand communication has a significant positive direct effect on brand loyalty for Wardah products, with a coefficient value of 0.281; (4) brand personality has a significant indirect effect on brand loyalty through brand communication as a mediating variable, with a coefficient value of 0.135. Additionally, the Variance Accounted For (VAF) calculation shows that brand communication partially mediates the relationship between brand personality and brand loyalty by 24.17%. Based on these findings, it is concluded that brand personality influences brand loyalty both directly and indirectly through brand communication. Keywords: Brand Personality, Brand Communication, Brand Loyalty, Wardah.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Personality, Brand Communication, Brand Loyalty, Wardah
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF1040-1054 Commodities. Commercial products
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Milanda Sartika
Date Deposited:	21 Mar 2025 07:13
Last Modified:	21 Mar 2025 07:13
URI:	http://repository.unsri.ac.id/id/eprint/169700

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