[ABSTRAK
Skripsi ini membahas tentang peran brand exposure dan brand experience merekWardah terhadap brand recall. Lebih lanjut lagi, skripsi ini membahas pengaruhterhadap brand recall yang ditimbulkan oleh perceived brand image, self-imagecongruence dan brand trust. Penelitian ini menggunakan desain penelitiandeskriptif konklusif dan single-cross sectional. Kuesioner disebar kepadaresponden yang pernah membeli dan menggunakan Wardah di Indonesia sejumlah260 responden yang diambil menggunakan metode convenience sampling.Penelitian ini menghasilkan kesimpulan bahwa brand exposure dan brandexperience berpengaruh secara signifikan pada perceived brand image, self-imagecongruence dan brand trust, dan brand recall dipengaruhi secara signifikan olehself-image congruence dan brand trust, namun tidak dipengaruhi secara signifikanoleh perceived brand image. Pada penelitian ini juga terdapat implikasi manajerialserta saran untuk penelitian selanjutnya.

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ABSTRACT
This study discusses the role of brand exposure and brand experience of Wardahbrand to brand recall. Furthermore, this study discusses the influence on brandrecall posed by the perceived brand image, self -image congruence and brandtrust. This research uses descriptive conclusive research design with single - crosssectional method. Questionnaires were distributed to 240 respondents who boughtand used Wardah in Indonesia using a convenience sampling method. Thisresearch resulted in the conclusion that brand exposure and brand experience hassignificant influence on perceived brand image, self -image congruence andbrand trust, and brand recall is significantly influenced by the self -imagecongruence and brand trust, but not significantly influenced by the perceivedbrand image. In this study, there is also a managerial implications andsuggestions for further research.;This study discusses the role of brand exposure and brand experience of Wardahbrand to brand recall. Furthermore, this study discusses the influence on brandrecall posed by the perceived brand image, self -image congruence and brandtrust. This research uses descriptive conclusive research design with single - crosssectional method. Questionnaires were distributed to 240 respondents who boughtand used Wardah in Indonesia using a convenience sampling method. Thisresearch resulted in the conclusion that brand exposure and brand experience hassignificant influence on perceived brand image, self -image congruence andbrand trust, and brand recall is significantly influenced by the self -imagecongruence and brand trust, but not significantly influenced by the perceivedbrand image. In this study, there is also a managerial implications andsuggestions for further research., This study discusses the role of brand exposure and brand experience of Wardahbrand to brand recall. Furthermore, this study discusses the influence on brandrecall posed by the perceived brand image, self -image congruence and brandtrust. This research uses descriptive conclusive research design with single - crosssectional method. Questionnaires were distributed to 240 respondents who boughtand used Wardah in Indonesia using a convenience sampling method. Thisresearch resulted in the conclusion that brand exposure and brand experience hassignificant influence on perceived brand image, self -image congruence andbrand trust, and brand recall is significantly influenced by the self -imagecongruence and brand trust, but not significantly influenced by the perceivedbrand image. In this study, there is also a managerial implications andsuggestions for further research.]