Analisis Faktor-Faktor yang Memengaruhi Brand Loyalty Skincare Skintific pada Generasi Z
DOI:
https://doi.org/10.30588/jmp.v15i1.2520Keywords:
Brand Experience, Brand Personality, Brand Tust, Brand Image, Customer ExperienceAbstract
This study analyzes the influence of brand experience, brand personality, brand image, and customer experience on brand loyalty in Skintific skincare. The method applied in this study is quantitative. The participants in this study were Gen Z consumers who repurchased Skintific Skincare within the last three months. The number of research samples was 125 respondents. The data collection technique used a questionnaire. The collected data were then analyzed using SMART PLS 3.0. The results of the analysis showed that the five variables, namely brand experience, brand personality, brand trust, brand image, and customer experience, had a positive influence on brand loyalty.
References
Aaker, D. A. (1991). Managing Brand Equity. Free Press.
Adha, H. V., & Utami, W. (2021). The Effect of Brand Experience, Brand Personality and Brand Trust on Brand Loyalty. Journal of Business and Management Review, 2(12), 861–871. https://doi.org/10.47153/jbmr212.2962021
Afiftama, I., & Nasir, M. (2024). The Effect of Brand Image, Brand Trust and Customer Experience on Brand Loyalty. 191–202. https://doi.org/10.37641/jimkes.v12i1.2403
Amalia, L., & Rahmadhany, S. (2023). Analisis Pengaruh Citra Merek, Pengalaman Merek terhadap Kepuasan Merek dan Loyalitas Merek Kosmetik Wardah. INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia, 06(September), 468–479. https://doi.org/https://doi.org/10.31842/jurnalinobis.v6i4.291
Andita, M. P., Sulastri, S., & Wahab, Z. (2021). Peran kepercayaan merek sebagai variabel mediasi pada hubungan kepribadian merek halal dan loyalitas merek. Jurnal Manajemen Maranatha, 21(November), 45–54. https://doi.org/https://doi.org/10.28932/jmm.v21i1.4066
Ang, C. E., & Keni, K. (2021). Prediksi Brand Experience dan Brand Image terhadap Brand Loyalty: Brand Trust Sebagai Variabel Mediasi. Jurnal Manajerial dan Kewirausahaan, III(1), 42–51. https://doi.org/https://doi.org/10.24912/jmk.v3i1.11286
Angelina, J., & Nurlinda, R. A. (2023). The influence of brand experience and brand personality on brand loyalty through brand love. Jurnal Scientia, 12(03), 12(03), 2677–2693.
Anggara, A. K. D., & Ratnasari, R. T. (2022). Pengaruh Store Attribute terhadap Customer Experience dan Brand Loyalty. Jurnal Ekonomi Syariah Teori dan Terapan, 9(3), 9(3), 379–387. https://doi.org/10.20473/vol9iss20223pp379-387
Anggraeni, S. (2022). Pengaruh Brand Image, Brand Trust, Brand Awarnes terhadap Brand Loyalty Telkomsel di Kalangan Mahasiswa. Journal of Strategic Management, 5(1).
Aprilia, R., Komariah, K., & Norisanti, N. (2022). Analisis Pengaruh Brand Trust dan Brand Engagement terhadap Brand Loyalty Produk Kosmetik (Survei pada Wanita Pengguna Produk Kosmetik Maybelline di Kota Sukabumi). Management Studies and Entrepreneurship Journal (MSEJ), 3(4), 1980-1987. https://doi.org/https://doi.org/10.37385/msej.v3i4.703
Azizah, S. N. & Kurniawati, K. (2023). Pengaruh customer experience terhadap brand loyalty melalui brand trust dan brand affect terhadap 5 brand skincare lokal di Indonesia. Jurnal Ekonomi Trisakti, 3(1), 1147–1160. https://doi.org/https://doi.org/10.25105/jet.v3i1.15616
Boeng, S., & Santoso, S. (2025). Pengaruh Kualitas Produk, Citra Merek dan Promosi terhadap Kepuasan Konsumen dan Loyalitas pada Produk Skincare Skintific. Media Bina Ilmiah, 20(1978), 7397–7410.
Bryan, N. M., Keni, K., Negara, E. S., & Dharmawan, P. (2023). Pengaruh brand competence, brand trust, brand experience, dan e-wom terhadap brand loyalty dompet digital. Jurnal Muara Ilmu Ekonomi dan Bisnis, 7(1), 17–29. https://doi.org/https://doi.org/10.24912/jmieb.v7i1.22067
Cahya, A. R., Ningrum, N. K., & Hutami, L. T. H. (2024). Pengaruh Brand Experience terhadap Brand Loyalty yang Dimediasi oleh Brand Affection, Customer Satisfaction, dan Brand Passion. Jurnal Manajemen Terapan dan Keuangan, 13(05), 1492-1506. https://doi.org/10.22437/jmk.v13i05.37325
Candani, A. M. K. M., & Rusdianto, Y. (2023). Factors that Influence Brand Loyalty in Skintific Consumers. Jurnal Manajemen (Edisi Elektronik), 14(2), 249–263. https://doi.org/10.32832/jm-uika.v14i2.14178
Caniago, A., & Rustanto, A. E. (2022). Kualitas Pelayanan dalam Meningkatkan Minat Beli Konsumen pada UMKM di Jakarta (Studi Kasus Pembelian Melalui Shopee). Responsive, 5(1), 19–25. https://doi.org/10.24198/responsive.v5i1.39338
Christopher, A., Tirtana, A., & Aditya, A. (2022). Analisis Tingkat Penerimaan Aplikasi BCA Mobile di Kota Malang Menggunakan Metode Technology Acceptance Model (TAM). Jurnal TeknoInfo, 16(2), 452–459. https://doi.org/10.33365/jti.v16i2.2045
Dewi, A. S. (2021). Pengaruh perceived value, brand experience, dan brand trust terhadap brand loyalty (Studi pada pengguna Spotify Premium). Jurnal Ilmiah Mahasiswa FEB, 9(2).
Dinata, J., & Firdausy, C. M. (2023). Pengaruh Brand Image dan Brand Personality terhadap Brand Loyalty dengan Brand Trust sebagai Variabel Mediasi Pelanggan The Body Shop di Jakarta. Jurnal Manajerial dan Kewirausahaan, 5(4), 979–988. https://doi.org/10.24912/jmk.v5i4.26967
Evana, S. S., & Ahmadi, M. A. (2025). Peranan Brand Image dan Customer Experience terhadap Keputusan Pembelian Ulang pada Produk Skincare Skintific. PENG: Jurnal Ekonomi dan Manajemen, 2(2), 1154–1164. https://doi.org/10.62710/hdr0j019
Hair Jr., J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook (p. 197). Springer Nature. https://doi.org/10.1080/10705511.2022.2108813
Haroon-ur-Rasheed, M., Shabbir, L. R., Kausar, S., & Ahmad, M. A. (2024). AI-Driven Banking: Advertising, Brand Loyalty, Trust and Customer Experience. Journal of Banking and Social Equity (JBSE), 3(2), 145-157. https://doi.org/10.52461/jbse.v3i2.4060
Illahi, S. K., & Andarini, S. (2022). Pengaruh Brand Image dan Brand Awareness terhadap Brand Loyalty pada Pengguna Provider Telkomsel di Surabaya. Reslaj: Religion Education Social Laa Roiba Journal, 4(6), 1684-1697. https://doi.org/10.47467/reslaj.v4i6.1206
Ismail, I. Z., & Hadi, C. (2025). Pemboikotan McDonald’s di Indonesia: Pengaruh Brand Image dan Customer Experience terhadap Brand Loyalty yang Dimoderasi oleh Individual Level of Collectivist Value. Repository Universitas Airlangga.
Keller, K. L. (2003). Strategic Brand Management. Prentice-Hall.
Kirom, N. R., & Handayati, P. (2022). Keputusan pembelian online dipengaruhi oleh kualitas pelayanan dan kepercayaan konsumen. 18(2), 227–231. https://doi.org/10.29264/jinv.v18i2.10437
Komalasari, D., & Khatimah, H. (2022). Pengaruh Brand Image & Brand Trust terhadap Brand Loyalty PIXY Cosmetics Melalui Customer Satisfaction sebagai Variabel Intervening. 16(1), 16–33. https://doi.org/10.33558/optimal.v16i1.4451
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed., Global Edition). Pearson Education.
Kotler, P., Armstrong, G., & Balasubramanian, S. (2024). Principles of Marketing (19th ed., Global Edition). Pearson Education.
Mubarok, Z., Haryanto, T., Rachmawati, E., & Fauziridwan, M. (2025). The Influence of Brand Identity, Brand Attachment, Brand Image, and Brand Trust on the Brand Loyalty of Shopee. International Journal of Business and Applied, 4(3), 937–956. https://doi.org/10.55927/ijbae.v4i3.76
Nuhadriel, Y., Japiana, M., & Keni, K. (2021). Pentingnya Brand Communication, Brand Experience, dan Brand Image dalam Meningkatkan Brand Loyalty pada Ritel Furnitur: Brand Trust Sebagai Variabel Mediasi. Jurnal Ilmiah Ekonomi Bisnis, 26(3), 264–277.
Oktafiana, E., Kurniawan, B., & Gultom, H. C. (2024). Pengaruh Cafe Atmosphere dan Customer Experience terhadap Repurchase Intention dengan Customer Satisfaction Sebagai Variabel Intervening. Jurnal Ilmiah Manajemen dan Akuntansi, 1(6), 91–99. https://doi.org/10.69714/w1yk9351
Pandean, A. V., & Budiono, H. (2021). Brand Image dan Brand Experience untuk Memprediksi Brand Loyalty Mcdonald’s dengan Brand Trust Sebagai Variabel Mediasi. Jurnal Manajerial dan Kewirausahaan. https://doi.org/10.24912/jmk.v3i1.11300
Pratiwi, R., Sanusi, A., & Hasibuan, M. S. (2022). Teacher performance analysis using Smart PLS. Proceeding International Conference on Information Technology and Business [ICITB], 8, 67–73.
Putri, C. N. A., & Nadzir, M. M. (2023). Pengaruh Keterlibatan Merek dan Pengalaman Merek terhadap Loyalitas Merek dengan Kepercayaan Merek sebagai Variabel Intervening. Journal of Ecotourism and Rural Planning, 1(1), 1–15. https://doi.org/10.47134/jerp.v1i1.114
Putri, W. R., Bastian, A., & Handayani, R. (2024). Mediasi Brand Trust pada Pengaruh Brand Personality terhadap Brand Loyalty. Jurnal Ekonomika dan Bisnis (JEBS), 4(6), 2039–2044. https://doi.org/10.47233/jebs.v4i6.2206
Riyanto, F. A. (2023). Pengaruh Brand Experience dan Brand Image terhadap Brand Loyalty dengan Brand Trust sebagai Variabel Intervening. Jurnal Ilmiah Poli Bisnis, 15(1), 65–84. https://doi.org/10.30630/jipb.v15i1.1071
Siahaan, J., Marchelin, T. N., & Wijayanti, C. A. (2023). Pengaruh Brand Personality, Brand Experience, Self-Brand Connection, Brand Love & Brand Trust terhadap Brand Loyalty Kosmetik Wardah. Journal of Management and Business, 20, 34–54. https://doi.org/10.34149/jmbr.v20i1.313
Suci, M., & Suyuthie, H. (2025). Pengaruh Customer Experience terhadap Customer Satisfaction di Turi Beach Resort Batam. Fillgap in Management and Tourism, 3(2), 649–654.
Sugiyono, S. (2023). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabeta.
Sukarno, H. F., Arifianti, R., & Hakim, R. M. A. (2024). Peran customer satisfaction sebagai variabel mediasi pada pengaruh customer experience terhadap brand loyalty. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(3), 474–500. https://doi.org/10 .31955/mea.v8i3.4465
Tahir, A. H., Adnan, M., & Saeed, Z. (2024). The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review. Heliyon, 10(16), e36254. https://doi.org/10.1016/j.heliyon.2024.e36254
Umami, C. F., Indriasari, I., & Ervina, R. H. (2025). Pengaruh customer experience, perceived quality, dan price terhadap brand loyalty dengan variabel mediasi customer satisfaction pada smartphone iPhone (Studi kasus pada pengguna iPhone di Semarang). Global Leadership Organizational Research in Management (GLORY), 3(3), 164–184. https://doi.org/10.59841/glory.v3i3.3006
Wantini, E., & Yudiana, F. E. (2021). Social media marketing and brand personality to brand loyalty with brand trust and brand equity as a mediator. Indonesian Journal of Islamic, 3(1), 1–14. https://doi.org/10.18326/ijier.v3i1.4716
Widianti, W. (2022). Pengaruh Citra Merek, Komunikasi Merek, Kepuasan dan Pengalaman Merek terhadap Loyalitas Merek yang Dimediasi oleh Kepercayaan Merek. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(1), 803–828. https://doi.org/10.31955/mea.v6i1.1954
Wiyono, J. (2021). Pengaruh perceived risk, perceived benefit dan brand image terhadap brand loyalty melalui strategic brand communication sebagai variabel moderasi. Fadzat: Jurnal Ekonomi Syariah, 1(2), 1–30. https://doi.org/10.58787/fdzt.v1i2.7
Yolanda, V., & Keni, K. (2022). Customer brand engagement dan brand experience untuk memprediksi brand loyalty skincare lokal: Variabel brand trust sebagai variabel mediasi. Jurnal Muara Ilmu Ekonomi dan Bisnis, 6(2), 380–393. https://doi.org/10.24912/jmieb.v6i2.19506
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14. https://doi.org/10.1016/S0148-2963(99)00098-3
Yudianto, B., & Ernawadi, Y. (2024). Brand Personality dan Brand Trust Sebagai Anteseden Brand Loyalty Studi Konsumen Sepatu Sport Puma di Bandung. Jurnal Administrasi dan Manajemen, 197–205. https://doi.org/10.52643/jam.v14i2.3837
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Khafifatuzzahra Citadiantoro, Totok Haryanto, Erny Rachmawati, Suyoto Suyoto
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with Jurnal Maksipreneur agree to the following terms:
Authors retain copyright and grant the Jurnal Maksipreneur right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgment of the work's authorship and initial publication in Jurnal Maksipreneur.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in Jurnal Maksipreneur. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
