Pengaruh Product Quality, Brand Image dan Customer Satisfaction terhadap Customer Loyalty Product Skincare Effect of Product Quality, Brand Image, and Customer Satisfaction on Customer Loyalty for Skincare Products
Article Sidebar
Page Numbers:
545-561
Digital Object Identifier:
10.58578/arzusin.v6i1.9067
Viewed: 192 times
Downloaded: 102 times
LYAS Publisher cordially invites qualified professionals to serve as Editors or Reviewers. Your expertise will make an important contribution to maintaining and strengthening the academic quality of our publications. Interested applicants are kindly requested to complete the application form at the following link: Editors & Reviewers
Please feel free to contact us if you need any further information about the submission process or if you have any additional questions.
Authors:
Sophiyanto Wuryan1, Safira Mei Anindita2 
Copyright :
Authors retain copyright and grant the journal right of first publication.
Main Article Content
Abstract
Customer loyalty is an indicator of a company’s success in maintaining customer satisfaction, which in the skincare industry is strongly influenced by product quality and brand image, while empirical studies that specifically integrate Product Quality, Brand Image, and Customer Satisfaction as determinants of consumer loyalty to skincare products in urban areas of Indonesia remain relatively limited. This study aimed to analyze the influence of Product Quality, Brand Image, and Customer Satisfaction on Customer Loyalty among users of Skintific skincare products in Jakarta and Bekasi. A quantitative approach with a survey design was employed, involving 100 respondents selected through purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed using Structural Equation Modeling (SEM) with a Partial Least Square (PLS) approach. The results showed that Product Quality and Brand Image had a significant effect on Customer Satisfaction, while Customer Satisfaction and Brand Image directly contributed to increasing Customer Loyalty. These findings confirm that customer satisfaction functions as a key variable in shaping consumer loyalty, whereas brand image strengthens the long-term relationship between customers and the company. This study contributes to the development of understanding of consumer behavior in the beauty industry and offers practical implications for skincare companies in designing strategies to improve product quality, strengthen brand image, and manage customer satisfaction on an ongoing basis, while also opening opportunities for further research by expanding the variables and geographical coverage to obtain stronger generalizations of the findings.
Downloads
Article Details
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
References
Abdullaeva, M. (2020). Impact of customer satisfaction on customer loyalty in upscale ethnic restaurants. Theoretical & Applied Science, 86(6), 372–375. https://doi.org/10.15863/tas.2020.06.86.71
Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International Journal of Advertising, 27(2), 209–234. https://doi.org/10.1080/02650487.2008.11073052
Anagnostopoulos, C., Parganas, P., Chadwick, S., & Fenton, A. (2018). Branding in pictures: Using Instagram as a brand management tool in professional team sport organisations. European Sport Management Quarterly, 18(4), 413–438. https://doi.org/10.1080/16184742.2017.1410202
Aydin, S., & Ozer, G. (2005). National customer satisfaction indices: An implementation in the Turkish mobile telephone market. Marketing Intelligence and Planning, 23(5), 486–504. https://doi.org/10.1108/02634500510612654
Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: A literature review and research agenda. International Journal of Advertising, 35(4), 642–663. https://doi.org/10.1080/02650487.2015.1137537
Boateng, H., & Okoe, A. F. (2015). Journal of Research in Interactive Marketing, 9(4), 299–312.
Boerman, S. C., & Kruikemeier, S. (2016). Consumer responses to promoted tweets sent by brands and political parties. Computers in Human Behavior, 65, 285–294. https://doi.org/10.1016/j.chb.2016.08.033
Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. Journal of Asian Finance, Economics and Business, 8(3), 585–593. https://doi.org/10.13106/jafeb.2021.vol8.no3.0585
Darmawan, D. (2019). Kualitas Produk, Kesadaran Merek, dan Harga serta Pengaruhnya terhadap Kepuasan Pelanggan. Jurnal Administrasi Bisnis, 8(2), 75–88. https://doi.org/10.14710/jab.v8i2.25267
Diputra, I. G. A. W., & Yasa, N. N. (2021). The influence of product quality, brand image, brand trust on customer satisfaction and loyalty. American International Journal of Business Management (AIJBM), 4(1), 25–34. https://www.aijbm.com/wp-content/uploads/2021/01/E412534.pdf
Hair, J. F., William, J., Babin, B. J., & Anderson, R. E. (2014). Pearson new international edition. British Library Cataloguing-in-Publication Data.
Harzaviona, Y., & Syah, T. Y. R. (2020). Effect of customer satisfaction on customer loyalty and marketing organization performance in B2B market. Journal of Multidisciplinary Academic, 4(4), 243–249. https://www.kemalapublisher.com/index.php/JoMA/article/view/479
Hayati, S., Suroso, A., Suliyanto, & Kaukab, M. E. (2020). Customer satisfaction as a mediation between micro banking image, customer relationship and customer loyalty. Management Science Letters, 10(11), 2561–2570. https://doi.org/10.5267/j.msl.2020.3.039
Jack, E. P., & Choi, S. (2018). Price and quality value influences on discount. Journal of Consumer Satisfaction, Dissatisfaction & Complaining Behavior, 31. https://jcsdcb.com/index.php/JCSDCB/article/view/252/58
Jaya Saputra, A., & Djumarno, D. (2021). Effect of price and service quality on customer satisfaction and its implications for customer loyalty at Aston Pluit Hotel & Residence Jakarta. Dinasti International Journal of Economics, Finance & Accounting, 2(1), 71–84. https://doi.org/10.38035/dijefa.v2i1.728
Khairawati, S. (2019). Effect of customer loyalty program on customer satisfaction and its impact on customer loyalty. International Journal of Research in Business and Social Science, 9(1), 15–23. https://doi.org/10.20525/ijrbs.v9i1.603
Kulsum, U., & Syah, T. Y. R. (2018). The effect of service quality on the patient satisfaction. International Journal of Modern Trends in Engineering & Research, 5(6), 34–36. https://doi.org/10.21884/ijmter.2018.5167.hztsj
Mary, A. M., & John, F. (2018). Impact of product quality on customer. 145–155.
Naini, N. F., Santoso, S., Andriani, T. S., Claudia, U. G., & Nurfadillah. (2022). The effect of product quality, service quality, customer satisfaction on customer loyalty. Journal of Consumer Sciences, 7(1), 34–50. https://doi.org/10.29244/jcs.7.1.34-50
Nawa, N. U., & Hidayat, A. (2020). Peran Self-Brand Connection dalam Memediasi Kredibilitas Endorser terhadap Ekuitas Merek pada Marketplace Shopee. INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia, 4(1), 59–71. https://doi.org/10.31842/jurnalinobis.v4i1.166
Ogba, I., & Tan, Z. (2009). Exploring the impact of brand image on customer loyalty and commitment in China. Journal of Technology Management in China, 4(2), 132–144. https://doi.org/10.1108/17468770910964993
Rageh Ismail, A., & Spinelli, G. (2012). Effects of brand love, personality and image on word of mouth: The case of fashion brands among young consumers. Journal of Fashion Marketing and Management: An International Journal, 16(4), 386–398. https://doi.org/10.1108/13612021211265791
Saeed, R., Lodhi, R. N., Mehmood, A., Ishfaque, U., Dustgeer, F., Sami, A., Mahmood, Z., & Ahmad, M. (2013). Effect of brand image on brand loyalty and role of customer satisfaction in it. World Applied Sciences Journal, 26(10), 1364–1370.
Susanto, E. S., Daeng Toto, H., Krisnanto, B., & Singkeruang, A. W. T. F. (2022). The influence of brand loyalty and brand image on customer satisfaction. Point of View Research Management, 3(1), 70–80. https://journal.accountingpointofview.id/index.php/POVREMA/article/view/186
Tran, P. K. T., Nguyen, V. K., & Tran, V. T. (2021). Brand equity and customer satisfaction: A comparative analysis of international and domestic tourists in Vietnam. Journal of Product and Brand Management, 30(1), 180–194. https://doi.org/10.1108/JPBM-08-2019-2540
Wilis, R. A., & Nurwulandari, A. (2020). The effect of e-service quality, e-trust, price and brand image towards e-satisfaction and its impact on e-loyalty of Traveloka’s customer. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 4(3), 1061–1099. https://garuda.kemdiktisaintek.go.id/documents/detail/3197534