Analysis Of The Influence Of User Image And  Product Image On Brand Loyalty With Brand Trust  As A Mediation Variable In Ms Glow Beauty Products  In Medan City

Zenni Riana; Efendi Pakpahan; Yusniar Lubis; Syaifuddin

doi:10.98765/apjbet.v3i02.134

Zenni Riana Management Doctoral Program Student, Universitas Prima Indonesia. Indonesia
Efendi Pakpahan Management Program, Universitas Prima Indonesia. Indonesia
Yusniar Lubis Agribusiness Program, Universitas Medan Area. Indonesia
Syaifuddin Management Program, Universitas Prima Indonesia, Indonesia

DOI: https://doi.org/10.98765/apjbet.v3i02.134

Keywords: User Image, Product Image, Brand Loyality, Brand Trust, Produk Kecantikan

Abstract

The development of an increasingly modern era has made many people try to adapt themselves, especially in terms of appearance. So it is not uncommon for people to try to find products that are considered quality to beautify themselves. The purpose of this study is to determine the direct and indirect effect of User Image and Product Image on Brand Loyalty through Brand Trust. This study took a total sample of 180 respondents who were selected using the accidental sampling technique. Data analysis used multiple linear regression test and path analysis. Multiple linear regression analysis is used with the intention of predicting how the condition (rise and fall) of the dependent variable, if two or more independent variables as predictor factors are manipulated. Research shows that User Image and Product Image directly have a significant effect on Brand Loyalty for MS GLOW Beauty Products in Medan City. Then indirectly Brand Trust can mediate User Image and Product Image to Brand Loyayaly MS GLOW beauty products in Medan City.