Effect and Impact of Brand, Trust, and Halal Products towards Switching Barrier on the Loyalty of Tabita Cosmetic Users (Case Study: Students of Faculty of Economics and Business, UNPAB)
Lubis, Arlina Nurbaity
Sembiring, Beby Karina Fauzeea
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Tabita is one of the cosmetic products that are currently in high demand by young people and able to maintain customer loyalty among them among students. This research focuses on students of Faculty of Economics and Business UNPAB. The purpose of this research is to know and analyze the influence of brand image, trust and halal product to switching barrier and its impact on the loyalty of Tabita cosmetic user. The type of this research is quantitative associative, and the nature of the research is explanatory research. The population of this study was 362 female students, and the sample of research was 190 respondents. Sample technique used in this research is purposive sampling. Data analysis is using path analysis. Results of first submodel research show simultaneously and partial of the brand image have the positive and significant effect to switching barrier. Trust and halal products have no significant positive effect on switching barrier. The results of second submodel research show simultaneously and partial brand image, trust, and halal products have a positive and significant impact on loyalty. The results also show the brand image, trust, and halal products negatively affect loyalty through switching barrier.