ANALISIS PENGARUH BRAND FAMILIARITY DAN BRAND KNOWLEDGE SERTA PRICE TERHADAP BRAND LOYALTY MELALUI TRUST DAN AWERNESS PADA PENGGUNA SKINCARE MS GLOW DI KOTA SAMARINDA --

ABSTRACT
This study aims to analyze the effect of Brand Familiarity and Brand Knowledge
and Price on Brand Loyalty through trust and Awerness in MS Glow skincare users in
Samarinda City. The samples used in this study amounted to 132 samples taken from
MS Glow Skincare users in Samarinda City. Sampling using Accidental Sampling
Mehthod and Accidental Random Sampling techniques. The measurement scale uses
a Likert scale with a score of 1-5. This research uses a quantitative approach using path
analysis which is processed with SPSS Statistic 23 software and Structural Equation
Modeling (SEM) with IBM AMOS 23 software. In this study, an instrument test was
carried out, namely the validity test and reliability test, as well as classical assumption
tests such as normality test, multicollinearity test, then estimation test and structural
model fit test were carried out.Based on the structural model, it can be proven that there
is a significant influence between Brand Familiarity variables, Brand Knowledge, and
Price on trust, trust variables on Awerness, and Awerness variables on Brand Loyalty,
as well as Brand Knowledge variables, and Price on Brand Loyalty in MS Glow skincare
users in Samarinda city. There is an insignificant effect between the variable Brand
Familiarity on Brand Loyalty in MS Glow skin care users in Samarinda City.
Keywords: Brand Familiarity, Brand Knowledge, Price, Trust, Awerness, Brand
Loyalty
RINGKASAN
Penelitian ini bertujuan untuk menganalisis pengaruh Brand Familiarity dan
Brand Knowledge serta Price terhadap Brand Loyalty melalui trust dan Awerness pada
pengguna skincare MS Glow di Kota Samarinda. Sampel yang digunakan dalam
penelitian ini berjumlah 132 sampel yang diambil dari pengguna Skincare MS Glow di
Kota Samarinda. Pengambilan sampel menggunakan Teknik Accidental Sampling
Mehthod dan Accidental Random Sampling. Skala pengukuran menggunakan skala
likert dengan skor 1-5. Penelitian ini menggunakan pendekatan kuantitatif dengan
menggunakan path analysis yang diolah dengan software SPSS Statistic 23 dan
Structural Equation Modeling (SEM) dengan software IBM AMOS 23. Dalam penelitian
ini dilakukan uji instrument yakni dari uji validitas dan uji reabilitas, serta uji asumsi klasik
seperti uji normalitas, uji multikolinearitas, kemudian dilakukan uji estimasi dan uji
structural model fit. Bedasarkan model struktiral dapat di buktikan bahwa terdapat
pengaruh yang signifikan antara variabel Brand Familiarity, Brand Knowledge, serta
Price terhadap trust, variabel trust terhadap Awerness, dan variabel Awerness terhadap
Brand Loyalty, serta variabel Brand Knowledge, dan Price terhadap Brand Loyalty pda
pengguna skincare MS Glow di kota Samarinda. Adapun terdapat pengaruh yang tidak
signifikan antara variabel Brand Familiarity terhadap Brand Loyalty pada Pengguna
skincare MS Glow di Kota Samarinda.
Kata kunci: Brand Familiarity, Brand Knowledge, Price, Trust, Awerness,Brand
Loyalty.