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

Rose Rahmidani (), Armiati Armiati and Dessi Susanti
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Rose Rahmidani: Universitas Negeri Padang
Armiati Armiati: Universitas Negeri Padang
Dessi Susanti: Universitas Negeri Padang

A chapter in Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-10 2022), 2025, pp 613-627 from Springer

Abstract: 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.

Keywords: Brand Experience; Brand Trust; Brand Loyalty (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-839-4_52

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DOI: 10.2991/978-94-6463-839-4_52

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