PENGARUH PROMOSI DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN YANG DIMEDIASI KEPUASAN PELANGGAN PADA PRODUK WARDAH

Abstract

The increasing competition among the beauty care industy companies among Surabaya teenagers is growing rapidly, allowing underlting researchers to onduct research that aims to determine the effect of promotion and brand image on custoner loyalty mediated by customer satisfaction on Wardah product. The population of this research used student of STIESIA Surabaya who have purchased Wardah products at least 3 times. The sample collection technique used probability sampling, and the sample determined used purposive samplung with 100 respondents. Furthermore, the analysis technique of this research used path analysis method. This research showed that promotion and brand image had a significant and positive effect on the customers’ satisfaction. Promotion, brand image and customer satisfaction were significantly proven ro affect customers’ loyalty. Promotion anda brand image were significantly proven to affect customers’ loyalty. This research showed that the amount of direct promotion and brand image had a more significcant effect than the indirect effect of promotion and brand image on the customers’ loyalty in the form of customer satisfaction.
Keywords: promotion, brand image, customer satisfaction, customer loyalty.