The Influence Of Brand Image And Brand Equity On Customer Satisfaction Of Wardah Cosmetic Products In Bandar Lampung City
Keywords:
Brand Image, Brand Equity, Customer Satisfaction, Wardah Cosmetics.
Abstract
This study aims to examine the influence of brand image and brand equity on customer satisfaction of Wardah cosmetic products in Bandar Lampung City. The research employed a quantitative approach using a survey method, with data collected through questionnaires distributed to 110 respondents. Data analysis was conducted using multiple linear regression and partial tests (t-test) to test the proposed hypotheses. The results indicate that the first hypothesis (H1) is supported, meaning that brand image has a positive and significant effect on customer satisfaction. This suggests that the better Wardah’s brand image is perceived by consumers, the higher their satisfaction level will be. Furthermore, the second hypothesis (H2) is also supported, meaning that brand equity has a positive and significant effect on customer satisfaction. In other words, Wardah’s brand equity such as customer loyalty, brand awareness, and perceived quality contributes to strengthening customer satisfaction. The questionnaire results highlight that the corporate image indicator within the brand image variable requires more attention, as it obtained the lowest average score. Within the brand equity variable, brand loyalty also needs to be improved to enhance customer satisfaction. Improvements in these indicators are expected to significantly increase customer satisfaction and strengthen Wardah’s position in the domestic cosmetics market.
References
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Jurnal Manajemen Pemasaran, 15(2), 120-130.
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Tjiptono, F. (2017). Strategi Pemasaran. Andi Offset, Yogyakarta.
Top Brand Award. (2023). Komparasi Brand Index - Top Brand Award. Diakses dari https://www.topbrand-award.com/komparasi_brand/bandingkan?97Top Brand AwardVRiTimes.(n.d.).RetrievedSeptember3,2025,fromhttps://vritimes.com/id/articles/18b82fa7-27d2-11ef-ae09-0a58a9feac02/5e13a96c-0bac-11f0-8d13 0a58a9feac02
Wahyuni, S., & Kurniawan, D. (2022). Pengaruh harapan pelanggan terhadap kepuasan pelanggan di industri telekomunikasi. Jurnal Bisnis dan Manajemen, 9(1), 45-55.
Yadav, M. S., & Pavlou, P. A. (2023). AI in marketing: Challenges and opportunities. Marketing Science, 42(3), 389-407.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing: Integrating Customer Focus Across the Firm (7th ed.). McGraw-Hill Education, New York.
Zheng, T., Wang, F., & Li, J. (2024). Mapping the Landscape of Brand equity Research: A Bibliometric Analysis of SCOPUS Data (1993-2023). Journal of Business Research,150,20435.https://doi.org/10.1016/j.jbusres.2023.11.003.
Aaker, D. A., & Keller, K. L. (2022). Brand equity and brand loyalty: The mediating effect of customer satisfaction. Journal of Marketing Research, 59(4),102-117.
Abdul Haseeb Tahir, & Zobia Saeed. (2024). The Impact of Brand Image on Customer Satisfaction and Brand Loyalty: A Systematic Literature Review. Heliyon, 10(16), e36254. DOI: 10.1016/j.heliyon.2024.e36254
Ayu, S., & Budiantono, A. (2023). Pengaruh Brand Experience dan Brand image terhadap Kepuasan Pelanggan yang Dimoderasi Kualitas Pelayanan. Jurnal Manajemen dan Bisnis, 15(2), 123-137.
Basharat Raza, Aamir Sohail, & Shrafat Ali Sair. (2024). Examining the Contributions of Brand Image and Perceived Quality to Customer Loyalty Through Satisfaction and Trust. Gomal University Journal of Research, 40(2), 45-58. DOI: 10.51380/gujr-40-02-02
Chaffey, D., & Ellis-Chadwick, F. (2022). Digital Marketing: Strategy, Implementation, and Practice (8th ed.). Pearson Education.
Crane, A., Matten, D., & Spence, L. J. (Eds.). (2019). Corporate Social Responsibility: Readings and Cases in a Global Context (3rd ed.). Routledge
Dibb, S., Simkin, L., & Pride, W. M. (2021). Marketing: Concepts and Strategies (8th ed.). Cengage Learning.
Fitriani, R., & Santoso, B. (2021). Pengaruh kualitas produk dan pelayanan terhadap kepuasan pelanggan. Jurnal Manajemen dan Bisnis, 12(3), 145- 157.
Grönroos, C. (2020). Service Management and Marketing: Managing the Service Profit Logic (4th ed.). Wiley.
Handayani, S., & Nugroho, A. (2020). Pengukuran kepuasan pelanggan pada bisnis e-commerce menggunakan skala Likert. Jurnal Sistem Informasi, 16(2), 87-95.
Illahi, K., & Andarini, S. (2022). Pengaruh Brand image dan Brand Awareness terhadap Loyalitas Pelanggan pada Pengguna Provider Telkomsel. Jurnal Manajemen Pemasaran, 15(2), 123-134.
Indonesia.go.id. (2023). Kinclong Industri Kosmetik Tanah Air. Diakses dari https://indonesia.go.id/kategori/editorial/7984/kinclong-industri-kosmetik- tanah-air?lang=1Indonesia.go.id
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand equity (4th ed.). Pearson Education.
Kim, J., & Kim, H. (2024). The impact of brand image on customer satisfaction and brand loyalty:A systematic review. Journal of Tourism and Hospitality Research18(3),45-62. https://www.sciencedirect.com/science/article/pii/S2405844024122852
Kompas.co.id. (2022). Data Penjualan Kosmetik Wajah, Brand Lokal Kuat Bersaing. Diakses dari https://kompas.co.id/article/data-penjualan- kosmetik/Compas+3Compas+3Compas+3
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
Kotler, P., & Keller, K. L. (2021). Marketing Management (16th ed.). Pearson Education.
Kshetri, N. (2022). Blockchain and marketing: Opportunities and challenges. International Journal of Information Management, 64, 102435.
Kumar, V., Rajan, B., & Gupta, S. (2020). Customer engagement in service. Journal of Marketing, 84(4), 32-51.
Kurnia Illahi, S., & Andarini, S. (2022). Pengaruh Brand image dan Brand Awareness terhadap Brand Loyalty pada Pengguna Provider Telkomsel di Surabaya. Reslaj: Religion Education Social Laa Roiba Journal, 4(6).Laa Roiba Journal+1Enrichment Journal+1
Laila, N., & Fitriyah, S. (2022). Pengaruh Brand image dan Brand Trust melalui Kepuasan Konsumen Sebagai Variabel Intervening Terhadap Loyalitas Konsumen Skincare MS Glow di Surabaya. Jurnal Bisnis dan Manajemen Indonesia, 9(1), 45-59.
Lestari, D., & Pratama, F. (2021). Analisis Pengaruh Brand equity dan Harga terhadap Kepuasan Pelanggan pada Produk Kosmetik Wardah di Surabaya. Jurnal Ekonomi dan Bisnis, 10(3), 134-146.
Luo, X., Fan, M., & Zhang, J. (2023). Adaptive marketing in dynamic environments. Journal of Marketing Research, 60(1), 23-38.
Maheera Khan, Mobina Farasat, Maryam Gull, & Rabia Aslam. (2024). Building Brand Image and Loyalty: The Role of Customer Satisfaction and Engagement. Pakistan Journal of Humanities and Social Sciences, 12(2), 123-135. DOI: 10.52131/pjhss.2024.v12i2.2152
Nguyen, T. H., & Le, P. T. (2023). The effect of corporate social responsibility on brand image and brand equity and its impact on consumer satisfaction. Business, 13(5), 118. https://www.mdpi.com/2076-3387/13/5/118
Putra, A. R., & Wahyuni, S. (2021). Pengaruh Brand image Terhadap Kepuasan Pelanggan pada Produk Kosmetik di Surabaya. Jurnal Manajemen dan Bisnis, 8(2), 123-135.
Putra, R. A., & Lestari, D. (2021). Peran Brand Awareness dalam Meningkatkan Loyalitas Pelanggan: Studi pada Produk Telekomunikasi. Jurnal Bisnis dan Manajemen, 18(3), 210-220.
Rahayu, S. (2021). Pengaruh Asosiasi Merek terhadap Loyalitas Konsumen.
Jurnal Manajemen Pemasaran, 15(2), 120-130.
Ren, J., Zhang, Y., & Chen, L. (2023). Antecedents and Consequences of Brand equity: Evidence from Starbucks. International Journal of Consumer Studies, 47(4), 501-515. https://doi.org/10.1111/ijcs.12847
Sulistyawati, B. S., Istiqomah, F. N., Mustofa, H., Diski, K. M., Melati, N. V. S., & Rahadhini, M. D. (2023). Pengaruh persepsi harga dan brand image terhadap keputusan pembelian: Studi kasus konsumen Wardah Cosmetics di Surakarta. JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis, 6(2). https://ejurnal.ung.ac.id/index.php/JIMB/article/view/19821
Sulistyo, A. (2023). Pengaruh Brand Trust, Brand equity, Brand image dan Brand Ambassador terhadap Keputusan Pembelian Investasi Reksa Dana pada Aplikasi Bibit. Jurnal Ekonomi dan Bisnis, 18(1), 78-92.
Tjiptono, F. (2017). Strategi Pemasaran. Andi Offset, Yogyakarta.
Top Brand Award. (2023). Komparasi Brand Index - Top Brand Award. Diakses dari https://www.topbrand-award.com/komparasi_brand/bandingkan?97Top Brand AwardVRiTimes.(n.d.).RetrievedSeptember3,2025,fromhttps://vritimes.com/id/articles/18b82fa7-27d2-11ef-ae09-0a58a9feac02/5e13a96c-0bac-11f0-8d13 0a58a9feac02
Wahyuni, S., & Kurniawan, D. (2022). Pengaruh harapan pelanggan terhadap kepuasan pelanggan di industri telekomunikasi. Jurnal Bisnis dan Manajemen, 9(1), 45-55.
Yadav, M. S., & Pavlou, P. A. (2023). AI in marketing: Challenges and opportunities. Marketing Science, 42(3), 389-407.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing: Integrating Customer Focus Across the Firm (7th ed.). McGraw-Hill Education, New York.
Zheng, T., Wang, F., & Li, J. (2024). Mapping the Landscape of Brand equity Research: A Bibliometric Analysis of SCOPUS Data (1993-2023). Journal of Business Research,150,20435.https://doi.org/10.1016/j.jbusres.2023.11.003.
Published
2025-10-09
How to Cite
Triana Rospita Andharilla, & Dorothy Rouly Haratua Pandjaitan. (2025). The Influence Of Brand Image And Brand Equity On Customer Satisfaction Of Wardah Cosmetic Products In Bandar Lampung City. International Journal of Economics, Business and Innovation Research, 4(06), 154-171. https://doi.org/10.63922/ijebir.v4i06.2367
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