PENGARUH CITRA MEREK, KUALITAS PELAYANAN, KUALITAS PRODUK, DAN HARGA TERHADAP LOYALITAS PELANGGAN

Abstract

In the era of globalization as it is today requires companies to make new innovations both in terms of brand image, quality products, and more satisfying services, and prices that are appropriate for their customers. This study aims to determine and analyze the influence of brand image, service quality, product quality, and price on customer loyalty. The population in this study are Surabaya Natasha Skin Care customers who are not known to be infinite. The retrieval technique uses accidental techniques, namely 50 customers of Natasha Skin Care Surabaya. The analysis technique used multiple linear regression. The results showed that brand image has an effect on customer loyalty because the significance value of the t test is smaller than 0.05, which is equal to 0.032. Quality of service has an effect on customer loyalty because the significance value of the t test is smaller than 0.05, which is equal to 0.001. Product quality has an effect on customer loyalty because the significance value of the t test is smaller than 0.05, which is equal to 0,000. Price has an effect on customer loyalty because the significance value in the t test is smaller than 0.05, which is equal to 0.031.
Keywords: brand image, service quality, product quality, price, customer loyalty