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The Impact of Brand Experience on Brand Loyalty Through Brand Trust as An Intervening Variable on Maybelline Brand Lipstick

In: Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-10 2022)

Author

Listed:
  • Rose Rahmidani

    (Universitas Negeri Padang)

  • Armiati Armiati

    (Universitas Negeri Padang)

  • Dessi Susanti

    (Universitas Negeri Padang)

Abstract

The purpose of this study is to ascertain how brand experience affects brand loyalty for Maybelline brand lipstick among the students of Padang State University through brand trust as an intervening variable. This research is causative research using a purposive sampling technique. The population in this study was the students of Padang State University, and the number of samples was 97, it was determined by using the Cochran formula. The primary data was obtained by distributing questionnaires to the students of Padang State University who met certain criteria, having purchased a minimum amount of Maybelline lipsticks. The study revealed that (1) brand trust had a significant and positive impact on brand experience, (2) Brand experience significantly and positively impacted brand loyalty, (3) brand trust had a significant and positive impact on brand loyalty, and (4) brand experience had a significant impact. Brand loyalty is positively impacted by brand trust as an intervening variable.

Suggested Citation

  • Rose Rahmidani & Armiati Armiati & Dessi Susanti, 2025. "The Impact of Brand Experience on Brand Loyalty Through Brand Trust as An Intervening Variable on Maybelline Brand Lipstick," Advances in Economics, Business and Management Research, in: Firman Firman & Shuhymee Shuhymee & Rangga Handika & Muhammad Rizky Prima Sakti & Astri Yuza Sari & (ed.), Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-10 2022), pages 613-627, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-839-4_52
    DOI: 10.2991/978-94-6463-839-4_52
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