| dc.description.abstract | Increased purchasing power of Indonesian people is very influential on the business
industries in Indonesia to grow. One of the emerging industries is the beauty industry. The
growth of skin care products provides an opportunity to return to companies engaged in beauty
and care industry, one of which is Natasha skin care. In the face of this competition need to
know the factors - factors that affect customer satisfaction, which also need to know how much
the perception of quality and perception of value, but it is necessary to know how big the brand
image, commitment, and trust in the minds of customers that can affect customer loyalty
Natasha Skin Care.
This study aims to determine the positive effect between the variables of perception of
quality, perception of value and customer satisfaction to customer loyalty on Natasha Skin Care
products and services. In addition, this study also aims to find out the variables of brand image
and belief in customer commitment to Natasha Skin Care products and services, and to know
the positive influence between brand image, commitment, and trust variable on customer
loyalty in Natasha Skin Care products and services.
The samples used in this study were men and women who purchased and used the
products and services of Natasha Skin Care at least twice in the last three months, aged between
17 years to 65 years of age and having a member card. Samples taken using purposive sampling
technique. Data analysis technique used in this research is Linear Regression Test.
The results showed that the perception of quality significantly affected the direct
customer satisfaction of 0.308 with a positive direction. The perception of value has a
significant effect on direct customer satisfaction of 0.606 with a positive direction. Brand image
has a significant effect on direct commitment of 0.350 with a positive direction. Trust has a
significant effect on the direct commitment of 0.532 in a positive direction. Customer
satisfaction has a significant effect on direct customer loyalty of 0.205 with a positive direction.
Brand image has a significant effect on direct customer loyalty of 0.318 with a positive
direction. Commitment has a significant effect on direct customer loyalty of 0.149 with a
positive direction. Trust has a significant effect on direct customer loyalty of 0.224 with a
positive direction | en_US |
