The Effect Of Brand Experience And Perceived Value On Customer Loyalty Dimediated By Customer Satisfaction On Wardah Skincare
DOI:
https://doi.org/10.33019/equity.v13i2.448Keywords:
Brand Experience, Perceived Value], Customer Loyalty, Customer SatisfactionAbstract
This study aims to determine the relationship between brand experience and perceived value on customer loyalty through customer satisfaction in buying Warda Skincare products. This research uses a quantitative approach by taking 140 samples from women over 17 years old. Questionnaire data collection methods and studies related to the indicators used. The results of this study indicate that brand experience has a positive and significant effect on customer loyalty. Perceived value has a positive and significant influence on customer loyalty. Brand experience has a positive and significant influence on customer satisfaction. Perceived value has a positive and significant influence on customer satisfaction. Customer satisfaction has a positive and significant influence on customer loyalty. And customer satisfaction is able to mediate brand experience variables and perceived value on customer loyalty.
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References
Aditi, B. (n.d.). Peran E-Services , Sistem Mutu dan Persepsi Nilai pada Kepuasan Pelanggan : Sebuah Studi Empiris tentang UKM Indonesia. 3, 193–205.
Alkufahy, A. M., Al-Alshare, F., Qawasmeh, F. M., Aljawarneh, N. M., & Almaslmani, R. (2023). The mediating role of the perceived value on the relationships between customer satisfaction, customer loyalty and e-marketing. International Journal of Data and Network Science, 7(2), 891–900. https://doi.org/10.5267/j.ijdns.2022.12.022
Barbosa, B., Shabani Shojaei, A., & Miranda, H. (2023). Packaging-free practices in food retail: the impact on customer loyalty. Baltic Journal of Management, 18(4), 474–492. https://doi.org/10.1108/BJM-10-2022-0386
Faizal Syahroni, M. (2023). The influence of brand experience and product quality on customer satisfaction and its impact on repurchase interest in Ades mineral water in Cilegon City. SEIKO : Journal of Management & Business, 6(2), 544–561.
Fonda, B. F., Lubis, A. N., & Fawzeea Sembiring, B. K. (2022). The Influence of Brand Experience and Customer Satisfaction on Customer Loyalty with Customer Trust as Intervening Variable at Bakery and Cake Shop in Medan. International Journal of Research and Review, 9(4), 249–257. https://doi.org/10.52403/ijrr.20220430
Ginting, Y. M., Chandra, T., Miran, I., & Yusriadi, Y. (2023). Repurchase intention of e-commerce customers in Indonesia: An overview of the effect of e-service quality, e-word of mouth, customer trust, and customer satisfaction mediation. International Journal of Data and Network Science, 7(1), 329–340. https://doi.org/10.5267/j.ijdns.2022.10.001
Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate Data Analysis (7th edition).
Huaman-Ramirez, R., & Merunka, D. (2019). Brand experience effects on brand attachment: the role of brand trust, age, and income. European Business Review, 31(5), 610–645. https://doi.org/10.1108/EBR-02-2017-0039
Malki, D., Bellahcene, M., Latreche, H., Terbeche, M., & Chroqui, R. (2023). How social CRM and customer satisfaction affect customer loyalty. Spanish Journal of Marketing - ESIC. https://doi.org/10.1108/SJME-09-2022-0202
Meeprom, S., & Silanoi, T. (2020). Investigating the perceived quality of a special event and its influence on perceived value and behavioural intentions in a special event in Thailand. International Journal of Event and Festival Management, 11(3), 337–355. https://doi.org/10.1108/IJEFM-09-2019-0043
Menidjel, C., & Bilgihan, A. (2023). How perceptions of relationship investment influence customer loyalty: the mediating role of perceived value and the moderating role of relationship proneness. Journal of Strategic Marketing, 31(1), 296–319. https://doi.org/10.1080/0965254X.2021.1900342
Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669
Nugroho, R. A., & Suprapti, N. W. S. (2022). The Role of Customer Engagement in Mediating the Influence of Brand Experience and Customer Satisfaction on the Customer Loyalty of Full-Service Airline in Indonesia. Journal of Business and Management Review, 3(2), 138–157. https://doi.org/10.47153/jbmr32.3132022
Oktaviani, A., Fadhilah, M., & Ningrum, N. K. (2024). PENGARUH BRAND EXPERIENCE , PERCEIVED VALUE TERHADAP BRAND TRUST DENGAN CUSTOMER SATISFACTION. 13(04), 1243–1251.
Pangestika, T. K., & Khasanah, I. (2021). Analisis Pengaruh Brand Image, Brand Experience, Brand Trust dan Brand Satisfaction terhadap Brand Loyalty Financial Technology: E-Wallet (Studi pada Pengguna DANA di Kota Semarang). Diponegoro Journal of Management, 10(4), 1–14.
Putra, T. W., & Keni, K. (2020). Brand Experience, Perceived Value, Brand Trust Untuk Memprediksi Brand Loyalty: Brand Love Sebagai Variabel Mediasi. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(1), 184. https://doi.org/10.24912/jmieb.v4i1.7759
Rahmat, W. M., & Kurniawati, K. (2022). The Influence of Brand Experience on Brand Loyalty through Perceived Quality, Brand Trust and Customer Satisfaction as Mediation. SEIKO : Journal of Management & Business, 4(3), 215. https://doi.org/10.37531/sejaman.v4i3.2550
Sidabutar, C. B., & Dharmayanti, D. (2020). Analisa Pengaruh Brand Experience terhadap Customer Loyalty melalui Brand Trust, Customer Satisfaction dan Customer Intimacy sebagai variabel intervening pada Kiehl’s Surabaya. Jurnal Manajemen Pemasaran Petra, 1(1), 1–10.
Sudiyono, K. A., Utomo, P., & Severesia, C. (2022). Effect of Customer Experience and Customer Value Towards Customer Loyalty and Satisfaction on B2B Food and Beverage Sector. Journal of Business and Management Review, 3(9), 627–640. https://doi.org/10.47153/jbmr39.4552022
Sugiyono. (2018). Metode Penelitian Kombinasi. Alfabeta. Metode Penelitian Kualitatif, 28(17), 624.
Sumantri, D. I., Rachmat, B., Widyantoro, H., Hayam, U., & Perbanas Surabaya, W. (2023). The Influence Of Service Quality, Perceived Value, And Customer Satisfaction On Customer Loyalty To BCA Customers In Surabaya Pengaruh Service Quality, Perceived Value, Dan Customer Satisfaction Terhadap Customer Loyalty Pada Nasabah BCA Di Surabaya. Management Studies and Entrepreneurship Journal, 4(5), 4849–4862. http://journal.yrpipku.com/index.php/msej
Udayana, I. B. N., Cahya, A. D., & Dewi, N. S. (2023). PENGARUH STRATEGI PEMASARAN DAN CORPORATE SOCIAL RESPONSIBILITY TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI OLEH KEPUASAN PELANGGAN PT UNILEVER INDONESIA Tbk. Jurnal Manajemen Terapan Dan Keuangan (Mankeu, 12(01), 263–276.
Wahyudi, Y. is N., Fadhilah, M., & Ningrum, N. K. (2023). Meningkatkan Loyalitas Pelanggan Melalui Nilai yang Dirasakan dan Kualitas yang dirasakan dengan Kepuasan Pelanggan sebagai Variabel Mediasi. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5(6), 3074–3093. https://doi.org/10.47467/alkharaj.v5i6.2893
Yesitadewi, V. I., & Widodo, T. (2024). The Influence of Service Quality, Perceived Value, and Trust on Customer Loyalty via Customer Satisfaction in Deliveree Indonesia. Quality - Access to Success, 25(198), 418–424. https://doi.org/10.47750/QAS/25.198.44
Yuan, C. L., Moon, H., Kim, K. H., Wang, S., & Yu, X. (2020). Third-party organization endorsement impacts on perceived value and B2B customer loyalty. Industrial Marketing Management, 90(June), 221–230. https://doi.org/10.1016/j.indmarman.2020.07.021
Yum, K., & Kim, J. (2024). The Influence of Perceived Value, Customer Satisfaction, and Trust on Loyalty in Entertainment Platforms. Applied Sciences (Switzerland), 14(13). https://doi.org/10.3390/app14135763
Yushar, M. M., Abdi, A., Nurlaely, R., Dewi, A. A., Riwayat, A. R., & Nurjannah, N. (2023). The Rise of Skywalker: The Critical Vehemence of Customer Loyalty inside the E-commerce Platform. Asian Journal of Education and Social Studies, 41(2), 57–67. https://doi.org/10.9734/ajess/2023/v41i2893
Aditi, B. (n.d.). Peran E-Services , Sistem Mutu dan Persepsi Nilai pada Kepuasan Pelanggan : Sebuah Studi Empiris tentang UKM Indonesia. 3, 193–205.
Alkufahy, A. M., Al-Alshare, F., Qawasmeh, F. M., Aljawarneh, N. M., & Almaslmani, R. (2023). The mediating role of the perceived value on the relationships between customer satisfaction, customer loyalty and e-marketing. International Journal of Data and Network Science, 7(2), 891–900. https://doi.org/10.5267/j.ijdns.2022.12.022
Barbosa, B., Shabani Shojaei, A., & Miranda, H. (2023). Packaging-free practices in food retail: the impact on customer loyalty. Baltic Journal of Management, 18(4), 474–492. https://doi.org/10.1108/BJM-10-2022-0386
Faizal Syahroni, M. (2023). The influence of brand experience and product quality on customer satisfaction and its impact on repurchase interest in Ades mineral water in Cilegon City. SEIKO : Journal of Management & Business, 6(2), 544–561.
Fonda, B. F., Lubis, A. N., & Fawzeea Sembiring, B. K. (2022). The Influence of Brand Experience and Customer Satisfaction on Customer Loyalty with Customer Trust as Intervening Variable at Bakery and Cake Shop in Medan. International Journal of Research and Review, 9(4), 249–257. https://doi.org/10.52403/ijrr.20220430
Ginting, Y. M., Chandra, T., Miran, I., & Yusriadi, Y. (2023). Repurchase intention of e-commerce customers in Indonesia: An overview of the effect of e-service quality, e-word of mouth, customer trust, and customer satisfaction mediation. International Journal of Data and Network Science, 7(1), 329–340. https://doi.org/10.5267/j.ijdns.2022.10.001
Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate Data Analysis (7th edition).
Huaman-Ramirez, R., & Merunka, D. (2019). Brand experience effects on brand attachment: the role of brand trust, age, and income. European Business Review, 31(5), 610–645. https://doi.org/10.1108/EBR-02-2017-0039
Malki, D., Bellahcene, M., Latreche, H., Terbeche, M., & Chroqui, R. (2023). How social CRM and customer satisfaction affect customer loyalty. Spanish Journal of Marketing - ESIC. https://doi.org/10.1108/SJME-09-2022-0202
Meeprom, S., & Silanoi, T. (2020). Investigating the perceived quality of a special event and its influence on perceived value and behavioural intentions in a special event in Thailand. International Journal of Event and Festival Management, 11(3), 337–355. https://doi.org/10.1108/IJEFM-09-2019-0043
Menidjel, C., & Bilgihan, A. (2023). How perceptions of relationship investment influence customer loyalty: the mediating role of perceived value and the moderating role of relationship proneness. Journal of Strategic Marketing, 31(1), 296–319. https://doi.org/10.1080/0965254X.2021.1900342
Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669
Nugroho, R. A., & Suprapti, N. W. S. (2022). The Role of Customer Engagement in Mediating the Influence of Brand Experience and Customer Satisfaction on the Customer Loyalty of Full-Service Airline in Indonesia. Journal of Business and Management Review, 3(2), 138–157. https://doi.org/10.47153/jbmr32.3132022
Oktaviani, A., Fadhilah, M., & Ningrum, N. K. (2024). PENGARUH BRAND EXPERIENCE , PERCEIVED VALUE TERHADAP BRAND TRUST DENGAN CUSTOMER SATISFACTION. 13(04), 1243–1251.
Pangestika, T. K., & Khasanah, I. (2021). Analisis Pengaruh Brand Image, Brand Experience, Brand Trust dan Brand Satisfaction terhadap Brand Loyalty Financial Technology: E-Wallet (Studi pada Pengguna DANA di Kota Semarang). Diponegoro Journal of Management, 10(4), 1–14.
Putra, T. W., & Keni, K. (2020). Brand Experience, Perceived Value, Brand Trust Untuk Memprediksi Brand Loyalty: Brand Love Sebagai Variabel Mediasi. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 4(1), 184. https://doi.org/10.24912/jmieb.v4i1.7759
Rahmat, W. M., & Kurniawati, K. (2022). The Influence of Brand Experience on Brand Loyalty through Perceived Quality, Brand Trust and Customer Satisfaction as Mediation. SEIKO : Journal of Management & Business, 4(3), 215. https://doi.org/10.37531/sejaman.v4i3.2550
Sidabutar, C. B., & Dharmayanti, D. (2020). Analisa Pengaruh Brand Experience terhadap Customer Loyalty melalui Brand Trust, Customer Satisfaction dan Customer Intimacy sebagai variabel intervening pada Kiehl’s Surabaya. Jurnal Manajemen Pemasaran Petra, 1(1), 1–10.
Sudiyono, K. A., Utomo, P., & Severesia, C. (2022). Effect of Customer Experience and Customer Value Towards Customer Loyalty and Satisfaction on B2B Food and Beverage Sector. Journal of Business and Management Review, 3(9), 627–640. https://doi.org/10.47153/jbmr39.4552022
Sugiyono. (2018). Metode Penelitian Kombinasi. Alfabeta. Metode Penelitian Kualitatif, 28(17), 624.
Sumantri, D. I., Rachmat, B., Widyantoro, H., Hayam, U., & Perbanas Surabaya, W. (2023). The Influence Of Service Quality, Perceived Value, And Customer Satisfaction On Customer Loyalty To BCA Customers In Surabaya Pengaruh Service Quality, Perceived Value, Dan Customer Satisfaction Terhadap Customer Loyalty Pada Nasabah BCA Di Surabaya. Management Studies and Entrepreneurship Journal, 4(5), 4849–4862. http://journal.yrpipku.com/index.php/msej
Udayana, I. B. N., Cahya, A. D., & Dewi, N. S. (2023). PENGARUH STRATEGI PEMASARAN DAN CORPORATE SOCIAL RESPONSIBILITY TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI OLEH KEPUASAN PELANGGAN PT UNILEVER INDONESIA Tbk. Jurnal Manajemen Terapan Dan Keuangan (Mankeu, 12(01), 263–276.
Wahyudi, Y. is N., Fadhilah, M., & Ningrum, N. K. (2023). Meningkatkan Loyalitas Pelanggan Melalui Nilai yang Dirasakan dan Kualitas yang dirasakan dengan Kepuasan Pelanggan sebagai Variabel Mediasi. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5(6), 3074–3093. https://doi.org/10.47467/alkharaj.v5i6.2893
Yesitadewi, V. I., & Widodo, T. (2024). The Influence of Service Quality, Perceived Value, and Trust on Customer Loyalty via Customer Satisfaction in Deliveree Indonesia. Quality - Access to Success, 25(198), 418–424. https://doi.org/10.47750/QAS/25.198.44
Yuan, C. L., Moon, H., Kim, K. H., Wang, S., & Yu, X. (2020). Third-party organization endorsement impacts on perceived value and B2B customer loyalty. Industrial Marketing Management, 90(June), 221–230. https://doi.org/10.1016/j.indmarman.2020.07.021
Yum, K., & Kim, J. (2024). The Influence of Perceived Value, Customer Satisfaction, and Trust on Loyalty in Entertainment Platforms. Applied Sciences (Switzerland), 14(13). https://doi.org/10.3390/app14135763
Yushar, M. M., Abdi, A., Nurlaely, R., Dewi, A. A., Riwayat, A. R., & Nurjannah, N. (2023). The Rise of Skywalker: The Critical Vehemence of Customer Loyalty inside the E-commerce Platform. Asian Journal of Education and Social Studies, 41(2), 57–67. https://doi.org/10.9734/ajess/2023/v41i2893
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