Pengaruh Pemasaran Digital dalam Meningkatkan Brand Awarnness dan Loyalitas Pelanggan pada Produk Kosmetik
DOI:
https://doi.org/10.63822/050h7947Keywords:
Digital Marketing; Brand Awarenes2; Customer LoyaltyAbstract
This study aims to analyze the influence of digital marketing on brand awareness and its impact on customer loyalty toward Hanasui cosmetic products. A quantitative causal research design was employed using a cross-sectional survey of 210 Hanasui consumers. Data were analyzed using multiple linear regression to examine both direct and indirect relationships among variables. The results indicate that digital marketing has a positive and significant effect on brand awareness. Brand awareness significantly influences customer loyalty. Simultaneously, digital marketing and brand awareness significantly enhance customer loyalty. These findings highlight the strategic role of digital marketing in strengthening brand recognition and building long-term customer relationships in the cosmetic industry.
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Copyright (c) 2026 Nur Rafidah Karimah, Halimah Zahrah (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
