THE EFFECTS OF CUSTOMER SATISFACTION ON BRAND PREFERENCE THROUGH CUSTOMER LOYALTY AND BRAND TRUST ON LOCAL COSMETIC PRODUCTS IN INDONESIA

This study aims to solve the research gap between customer satisfaction and brand preference by combining customer loyalty and brand trust as a novelty. The context of this research is to observe the choices of Indonesian consumers in a variety of local cosmetic brands, which are increasing in number and have equal quality to international brands. The research method used is quantitative. The results of this study indicate that customer satisfaction has no significant positive effect on brand preference, customer satisfaction has a significant positive effect on customer loyalty, customer loyalty has a significant positive effect on brand preference, customer satisfaction has a significant positive effect on brand preference through customer loyalty, customer satisfaction has a significant effect. Positive on brand trust, brand trust has no significant positive effect on brand preference. Lastly, customer satisfaction has no significant positive effect on brand preference through brand trust. This research will develop local cosmetic products to compete with foreign brands.