The Effect of Customer Perceived Ethicality, Electronic Word of Mouth (EWOM) and Product Quality on Customer Loyalty with Customer Trust and Satisfaction as Mediation in Pinkflash Brand Cosmetics in Padang City

Nadilla Annisa Yasmine; Vidyarini Dwita

doi:10.55927/ajabm.v4i2.233

Authors

Nadilla Annisa Yasmine Universitas Negeri Padang
Vidyarini Dwita Universitas Negeri Padang

DOI:

https://doi.org/10.55927/ajabm.v4i2.233

Keywords:

Customer Perceived Ethicality, Customer Loyalty, Customer Trust

Abstract

This research aims to analyze the effect of Customer Perceived Ethicality, Electronic World of Mouth and Product Quality on Customer Loyalty with the role of Customer Trust and Satisfaction as mediating variabel on the Pinkflash Cosmetic Product in Padang City. 275 respondents were the samples of this study. Data processing by SmartPLS and collected from online questionnaire. The outcomes of this demonstrated that Customer Perceived Ethicality and Electronic Word of Mouth has a significant positive impact on Customer Loyalty. While Product Quality has negative impact on Customer Loyalty. Customer Trust and Satisfaction as mediation variable has positive significant on Customer Perceived Ethicality, Electronic Word of Mouth and Product Quality.

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