PENGARUH BRAND LOVE TERHADAP BRAND LOYALTY MELALUI SELF-ESTEEM SEBAGAI VARIABEL MEDIASI PADA LOCAL SKINCARE BRANDS DI KOTA BANDUNG

This study aims to determine the effect of brand love on brand loyalty through self-esteem at Local Skincare Brands, namely Somethinc, Scarlett, and MS Glow in Bandung City. The approach used in this research is quantitative with descriptive analysis method to determine the causality relationship between latent variables and other variables. The research population is people in Bandung City who have bought and used at least twice in 2022. The sample in this study was taken using a non-probability sampling method with convenience sampling type consisting of 100 respondents. The data analysis technique used is descriptive analysis technique and SEM-PLS analysis using the SmartPLS 3.2.9 software. Based on the results of hypothesis testing that has been conducted partially, it shows that brand love, brand loyalty, and self-esteem owned by consumers of Local Skincare Brands are in the "Good" category with a percentage of 78.77%, 80%, and 79.32% respectively. Furthermore, brand love has a positive and significant effect on brand loyalty as evidenced by the t-statistic value obtained is 3.732> 1.65, brand love has a positive and significant effect on self-esteem as evidenced by the t-statistic value obtained is 44.818> 1.65, self-esteem has a positive and significant effect on brand loyalty as evidenced by the t-statistic value obtained is 2.418 > 1.65, and brand love has a positive and significant effect on brand loyalty through self-esteem as a mediating variable in Local Skincare Brands in Bandung City as evidenced by the t-statistic value obtained is 2.401 > 1.65.