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