Influence of Customer Brand Experience, Attitude Toward Social Media, Information-Based Trust on Customer Engagement Behavior (Case Study on Emina Cosmetic Product Users in Semarang)

Luthfiya Istiqomah, Taviyastuti Taviyastuti, Rif’ah Dwi Astuti


This study aims to analyze the effect of customer brand experience, attitude toward social media, information-based trust on customer engagement behavior towards users of Emina cosmetic products in Semarang City. The data collection method used was non-probability sampling with a sample of 300 Emina cosmetic users in Semarang City. The analysis technique used is validity test, reliability test, normality test, heteroscedasticity test, multicollinearity test, linearity test, multiple linear regression analysis, T test, F test and the coefficient of determination using SPSS 25. The results show that the variable customer brand experience (X1) , attitude toward social media (X2), and information-based trust (X3) have a significant effect on customer engagement behavior (Y) of Emina cosmetic users in Semarang City. This research is expected to be a solution for determining the right marketing strategy in facing competition in the cosmetics industry in Indonesia by applying customer brand experience, attitude toward social media, information-based trust to increase customer engagement behavior in Emina's cosmetic products.


Customer Brand Experience, Attitude Toward Social Media, Information-Based Trust and Customer Engagement Behavior

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