Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)

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

Authors
Rose Rahmidani1, *, Armiati Armiati1, Dessi Susanti1
1Universitas Negeri Padang, Padang, Indonesia
*Corresponding author. Email: rose_rahmidani@fe.unp.ac.id
Corresponding Author
Rose Rahmidani
Available Online 16 September 2025.
DOI
10.2991/978-94-6463-839-4_52How to use a DOI?
Keywords
Brand Experience; Brand Trust; Brand Loyalty
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
16 September 2025
ISBN
978-94-6463-839-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-839-4_52How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Rose Rahmidani
AU  - Armiati Armiati
AU  - Dessi Susanti
PY  - 2025
DA  - 2025/09/16
TI  - The Impact of Brand Experience on Brand Loyalty Through Brand Trust as An Intervening Variable on Maybelline Brand Lipstick
BT  - Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)
PB  - Atlantis Press
SP  - 613
EP  - 627
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-839-4_52
DO  - 10.2991/978-94-6463-839-4_52
ID  - Rahmidani2025
ER  -