@thesis{thesis,
		author={Hidayat  Rizal Muhaimin},
		title ={Pengaruh Brand Satisfaction, Visual Appeal, Brand Trust, Terhadap Brand Love dan Word Of Mouth Pengguna Kosmetik Scarlett Whitening},
		year={2024},
		url={http://eprints.perbanas.ac.id/12655/},
		abstract={With the development of the times, the business world continues to innovate with one another, so that there is competition in business. Especially in cosmetic products that most Indonesians use. This will support their appearance to be attractive and increase their self-confidence. Some people cannot be separated from appearance and this will continue according to the development of the times. The purpose of this study is to analyze the influence of brand satisfaction, visual appeal, brand trust, brand love and word of mouth. Data was obtained from questionnaires distributed via gform. The number of questionnaires distributed and processed was 95 respondents. Based on the test results, Brand Satisfaction (BS) is considered to have an effect on Brand Love (BL) because the t-statistic value is 2.121> 1.96 and the p-value is 0.034 <0.05. This shows that there is significance in the effect of Brand Satisfaction on the effect of Brand Love. Meanwhile, Visual Appeal (VA) does not have a significant influence on Brand Love (BL) because the t-statistic value is 0.522 < 1.96, and the p-value is 0.602 > 0.05. This shows that Visual Appeal does not significantly affect Brand Love. Brand Trust (BT) is identified as having a significant influence on Brand Love (BL) because the t-statistic value is 3.977 > 1.96, and the p-value is 0.000 < 0.05. Thus, it can be concluded that Brand Trust has a significant influence on Brand Love. Brand Love (BL) is believed to have a significant effect on Word of Mouth (WoM) because the t-statistic value is 22.463> 1.96, and the p-value is 0.000 < 0.05. This means that Brand Love significantly affects Word of Mouth.
Keywords :brand satisfaction, visual appeal, bran trust, brand love, word of mouth}
		}