PENGARUH KOMPETENSI BRAND RESPRESENTATIVE DAN CITRA PRODUK TERHADAP LOYALITAS KONSUMEN DENGAN CONSUMER ENGAGEMENT SEBAGAI VARIABEL MEDIASI (Studi Pada Konsumen Wardah di Topshop Bandar Lampung)

Amelia, Saputri (2026) PENGARUH KOMPETENSI BRAND RESPRESENTATIVE DAN CITRA PRODUK TERHADAP LOYALITAS KONSUMEN DENGAN CONSUMER ENGAGEMENT SEBAGAI VARIABEL MEDIASI (Studi Pada Konsumen Wardah di Topshop Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Pertumbuhan industri kosmetik di Indonesia yang semakin pesat mendorong terjadinya persaingan yang ketat antar merek, termasuk Wardah sebagai brand kosmetik halal yang mendominasi pasar domestik. Meskipun Wardah memiliki market share yang tinggi, mempertahankan loyalitas konsumen di tengah banyaknya pilihan produk menjadi tantangan strategis. Penelitian ini menganalisis Pengaruh Kompetensi Brand Respresentative dan Citra Produk Terhadap Loyalitas Konsumen dengan Consumer engagement sebagai Variabel Mediasi (Studi pada Konsumen Wardah di Topshop Bandar Lampung). Penelitian ini menggunakan grand theory perilaku konsumen karena fokus utama penelitian adalah memahami bagaimana konsumen bersikap, berpikir, dan bertindak terhadap suatu produk hingga akhirnya terbentuk loyalitas. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif. Data diperoleh melalui penyebaran kuesioner kepada konsumen Wardah di Topshop Bandar Lampung menggunakan teknik purposive sampling. Analisis data dilakukan dengan metode Structural Equation Modeling (SEM) berbasis Partial Least Square (PLS). Hasil penelitian menunjukan bahwa Kompetensi Brand representative tidak memiliki pengaruh yang signifikan terhadap Loyalitas Konsumen, Citra Produk tidak memiliki pengaruh yang signifikan terhadap Loyalitas Konsumen, Kompetensi Brand representative memiliki pengaruh yang positif dan signifikan terhadap Consumer Engagement, Citra Produk memiliki pengaruh yang positif dan signifikan terhadap Consumer Engagement, Consumer engagement memiliki pengaruh yang positif dan signifikan terhadap Loyalitas Konsumen, Consumer engagement mampu memediasi variabel Kompetensi Brand representative terhadap Loyalitas Konsumen, Consumer engagement mampu memediasi variabel Citra Produk terhadap Loyalitas Konsumen, Secara simultan variabel Kompetensi Brand Representative, Citra Produk, dan Consumer engagement secara simultan berpengaruh signifikan terhadap variabel terikat, yaitu Loyalitas Konsumen. Kata Kunci : Kompetensi Brand Representatif, Citra Produk, Consumer Engagement, Loyalitas Konsumen, Wardah. ABSTRACT The rapid growth of the cosmetics industry in Indonesia has led to intense competition among brands, including Wardah, a halal cosmetic brand that dominates the domestic market. Although Wardah has a high market share, maintaining consumer loyalty amidst the abundance of product choices remains a strategic challenge. This study analyzes the influence of brand representative competence and product image on consumer loyalty, with consumer engagement as a mediating variable (a study of Wardah consumers at Topshop Bandar Lampung). This study uses the grand theory of consumer behavior because the primary focus is understanding how consumers behave, think, and act toward a product, ultimately forming loyalty. This study employed a quantitative approach with an associative approach. Data were obtained by distributing questionnaires to Wardah consumers at Topshop Bandar Lampung using a purposive sampling technique. Data analysis was performed using the Structural Equation Modeling (SEM) method based on Partial Least Squares (PLS). The results of the study show that Brand representative Competence does not have a significant influence on Consumer Loyalty, Product Image does not have a significant influence on Consumer Loyalty, Brand representative Competence has a positive and significant influence on Consumer Engagement, Product Image has a positive and significant influence on Consumer Engagement, Consumer engagement has a positive and significant influence on Consumer Loyalty, Consumer engagement is able to mediate the Brand representative Competence variable on Consumer Loyalty, Consumer engagement is able to mediate the Product Image variable on Consumer Loyalty, Simultaneously the Brand representative Competence, Product Image, and Consumer engagement variables simultaneously have a significant influence on the dependent variable, namely Consumer Loyalty. Keywords : Brand representative Competence, Product Image, Consumer Engagement, Consumer Loyalty, Wardah.

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