PENGARUH KEPUASAN KONSUMEN, KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN PADA PRODUK SKINTIFIC

Harum, Yohana Eugenia and Herawati, Wiwik PENGARUH KEPUASAN KONSUMEN, KUALITAS PRODUK DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN PADA PRODUK SKINTIFIC. -, - (-). ISSN - (Unpublished)

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Abstract

This research examines "The EFFECT OF CONSUMER SATISFACTION, PRODUCT QUALITY, AND BRAND IMAGE ON CONSUMER LOYALTY IN SKINTIFIC PRODUCTS." The purpose of this research is to determine the effect of consumer satisfaction, product quality and brand image on consumer loyalty to Skintific products. The independent variables in this research are consumer satisfaction (X1), product quality (X2), and brand image (X3), while the dependent variable is consumer loyalty (Y). In this research, quantitative methods are used where this research emphasizes hypothesis testing, the data used must be measurable. The data sources used are primary and secondary. Determination of the sample size was carried out using a non-probability sampling method, with a purposive sampling procedure. The sample taken was 81 respondents with the respondent criteria being Faculty of Economics and Business, Wijaya Kusuma University, Surabaya., ever seen influencers promoting skintific products, ever purchased and used Skintific skincare products. Hypothesis testing was carried out using multiple linear regression analysis. Based on the conclusions obtained in this research, consumer satisfaction has a significant effect on consumer loyalty, which means that consumer satisfaction can influence consumer loyalty. When consumers feel satisfied with Skintific skincare products, they tend to continue using these products on an ongoing basis. Product quality does not have a significant effect on consumer loyalty, which means that consumer loyalty for skincare Skintific products does not depend on product quality, because product quality is not the main factor in consumer loyalty to scicare skintific products. Brand image does not have a significant effect on consumer loyalty for Skintific skincare products, which means that this shows that brand image does not depend on consumer loyalty because brand image is not the main factor in consumer loyalty for Skintific skincare products.

Item Type:	Article
Subjects:	H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	40 Wiwik Herawati UWKS
Date Deposited:	22 Jul 2024 08:33
Last Modified:	22 Jul 2024 08:33
URI:	http://erepository.uwks.ac.id/id/eprint/18492

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