PENGARUH BRAND IMAGE, KUALITAS PRODUK DAN CELEBRITY ENDORSER TERHADAP LOYALITAS PELANGGAN

Abstract

The development of beauty products is currently growing very rapidly. Moreover, the competition among producers of beauty products continues to increase as there are many products occur. Therefore, the producers maintain to increase the consumers’ needs in order to get a good impression. This research aimed to find out the effect of brand image, product quality, and celebrity endorsers on the customers’ loyalty to Scarlett Whitening products. The population was students of STIESIA Surabaya who were customers of Scarlett Whitening products. Furthermore, the data collection technique used purposive sampling. Since the amount of the population was unknown, the Lemeshow was applied. In line with that, there were 100 respondents as the sample. Moreover, the data were primary with questionnaires as the instrument. The questionnaires were distributed to the respondents. Additionally, the data analysis technique used multiple linear regression with SPSS. The result showed that brand image, product quality, and celebrity endorsers had a positive and significant effect on the customers’ loyalty to Scarlett Whitening products. In addition, the coefficient determination result showed that brand image, product quality, and celebrity endorser contributed simultaneously to R square for about 0,594 or 59,4% on the customers’ loyalty. Meanwhile, the rest of the 40.6% was affected by other variables.