Title:
DETERMINANT OF BRAND LOYALTY WITH COMMITMENT AS A MEDIATION: STUDY IN WARDAH COSMETICS IN BANDA ACEH

Authors:
Monalisa Darajarti, Abdul Rahman Lubis and Sorayanti Utami

Abstract:
This study is to know the the effect of brand trust and customer satisfaction on brand loyalty with commitment as a mediating variable in Wardah Brand Cosmetics in Banda Aceh. The data is collected on the customers of Wardah brand cosmetics in Banda Aceh with atotal sample of 100 respondents taken by purposive sampling technique. This study used Partial Least Square - Path Modelling (PLS-PM) as the data analysis method. The result figures that from the descriptive statistical test provides the Wardah brand trust is very trustworthy, customer satisfaction is very satisfied, commitment is very strong, and brand loyalty is very loyal. While, for the verification test, it shows that brand trust effects brand loyalty significantly, brand satisfaction effects brand loyalty significantly, brand trust effects brand commitment significantly, brand satisfaction effects brand commitment significantly, brand commitment effects brand loyalty significantly, brand trust effects brand loyalty through brand commitment significantly, and brand trust effects brand loyalty through brand commitment significantly. These all findings contribute to the realm of science that can update the causality theories from the previous ones. The originality lies in the combination of the models from the previous, and uses PLS to produce a statistical analysis. The limitation resides in the amount of variables and with one object only. The findings is also can be as a reference for the practical persons especially Wardah managers to formulate the marketing strategy