Pengaruh Persepsi Iklan Dan Kepercayaan Merek Terhadap Loyalitas Konsumen Melalui Kepuasan Pelanggan Produk Scarlett Whitening Di Palu Make Up

The purpose of this study was to determine the perception of advertising
and brand trust on consumer loyalty customer satisfaction through customer
satisfaction to Scarlett Whitening products from Palu Makeup. The object of this
study was consumers who had purchased products from Palu Makeup. The
research method used in this study was a descriptive quantitative method. The
sampling technique used purposive sampling with a total sample of 80
respondents. By using the Partial Least Square-Structural Equation Modeling
(PLS-SEM) method and SPSS. The results showed that the perception of
advertising has a positive and significant effect on customer satisfaction, the
perception of advertising has no positive and significant effect on consumer
loyalty, brand trust has no positive and significant effect on customer satisfaction,
brand trust has a positive and significant effect on consumer loyalty, customer
satisfaction has a positive and dignificant effect on consumer loyalty, and the
perception of advertising has a positive and significant effect on consumer loyalty
mediated by customer satisfaction, and brand trust has a no positive and
significant effect on consumer loyalty mediated by customer satisfaction.