PENGARUH IKLAN, CITRA MEREK DAN KUALITAS PRODUK TERHADAP LOYALITAS KONSUMEN MENGGUNAKAN PRODUK CANTIK SKIN CARE

Abstract

Loyalty can be formed, one of the ways can be carried out by advertising, product quality and image.This
research is aimed to find out the influence of advertising, brand image and product quality to the customer
loyalty. The population is all customers who have ever used beautiful skincare products and the samples have
been done by using accidental sampling technique and the total samples are 100 people. The analysis technique
has been done by using multiple regression analysis. The result of the test shows that advertising, brand image
and product quality influence customer loyalty in using Cantik Skin Care products. This condition indicates
that the fluctuation of the customer loyalty level is determined by how good the advertising, brand image and
quality of the products which have been offered by the company. The result of the test shows that advertising,
brand image and product quality each of them has significant and positive influence to the customer loyalty. To
maintain the customer loyalty companies need to improve the brand image of the products they have offered,
through the promotion and the improvement of product quality and the use in order to be better when it is
compared to other products.
Keywords: Advertising, brand image, product quality and consumer loyalty.