PENGARUH BRAND DILUTION TERHADAP BRAND LOYALTY DENGAN BRAND REPUTATION SEBAGAI MEDIASI: PENDEKATAN STIMULUS ORGANISM RESPONSE (Studi Pada Pelanggan MS Glow dan Skintific)

This research aims to analyze and explain the influence of Brand Dilution on Brand Reputation, Brand Dilution on Brand Loyalty, Brand Reputation on Brand Loyalty, Brand Dilution on Brand Loyalty with Brand Reputation as mediation. This research is included in the type of explanatory research, using path regression analysis and a quantitative approach. This research was conducted at the MS Glow Clinic Malang with a sample size of 245 people. The sampling technique uses accidental sampling. Data collection was carried out by distributing questionnaires. The data analysis technique uses a range of scales and path analysis with the IBM SPSS version 21 computer program. The results of this research show that the Brand Dilution scale is in the very backward category, Brand Loyalty is in the very loyal category and Brand Reputation is in the very good category. Brand Dilution has a positive and significant effect on Brand Reputation, Brand Dilution has a positive and significant effect on Brand Loyalty, Brand Reputation has a positive and significant effect on Brand Loyalty, Brand Reputation cannot mediate Brand Dilution on Brand Loyalty because MS Glow's ability to survive makes consumers see it as a positive thing.