Mantaining customer loyalty: case study in Indonesian local cosmetic brand
Abstract
Modern society teaches that outer appearance is the most valuable asset that everyone must
have nowadays. In a society where certain appearances and figures of the face are renowned
for their beauty, women invest a lot in their outward appearance. As the result, there is a rapid
development of cosmetics which nowadays many cosmetic brands have sprung up both
domestic and foreign brands. However, there is a brand of cosmetics that is fairly exist in the
market and is able to compete with well-known brands out there, namely Viva Cosmetics.
This study aimed to determine the effect of Store Atmosphere, Service Quality, Product
Assortment towards Customer Loyalty through Customer Satisfaction on Viva Cosmetics
products in Surabaya. This study use 150 respondents who have used Viva Cosmetics product
for at least the past 6 months, and know of other similar products. Based on data analysis, this
research show that all hypotheses were supported. All variables store atmosphere, service
quality, and product assortment affect significantly to customer satisfaction. Indeed, customer
satisfaction significantly affect to customer loyalty