Pengaruh Brand Image dan Product Quality Terhadap Brand Loyalty Melalui Brand Trust Pada Konsumen Skincare Scarlett Whitening di Kota Makassar

Abstract

This study aims to analyze the influence of brand image and product quality on brand loyalty with brand trust as a mediating variable among Scarlett Whitening skincare consumers in Makassar City. This study is motivated by the phenomenon of sales fluctuations and the decline in Scarlett Whitening's market position amidst a relatively strong brand image, which indicates instability in consumer loyalty. This study uses a quantitative approach with an associative research design. Data were collected through a Likert-scale questionnaire 1–5 from 160 respondents selected using a purposive sampling technique. Data analysis was carried out using the Partial Least Square (PLS-SEM) based Structural Equation Modeling method using SmartPLS software. The results show that brand image and product quality have a positive and significant effect on brand trust. In addition, product quality and brand trust have a positive and significant effect on brand loyalty, while brand image does not have a significant direct effect on brand loyalty. Indirectly, brand image is proven to have a significant effect on brand loyalty through brand trust as a full mediation, while product quality directly influences brand loyalty without the mediation of brand trust. These findings show that brand trust plays a crucial role as a bridge between brand image and consumer loyalty for Scarlett Whitening.