PENGARUH PRODUCT QUALITY, SERVICE QUALITY, BRAND IMAGE, DAN CUSTOMER SATISFACTION TERHADAP CUSTUMER LOYALTY PADA PEMBELIAN LIPSTIK REVLON DI ACI KOSMETIK BALIKPAPAN

Abstract

At Modern era like this, cosmetics is the closest thing to the life of society, especially women's career. The number of cosmetic products that are present in Indonesia made a tough competition because of foreign cosmetic products that enliven the cosmetics market in Indonesia. One of the foreign product is Revlon cosmetics that have more than 54 years in Indonesia. Based on the results of the field survey found that the most popular trend products from Revlon is lipstick and the survey was conducted in Aci Cosmetics Balikpapan. This research is aimed to analyze and test the effect of the elements of Product Quality, Service Quality, Brand Image, and Customer Satisfaction towards Customer Loyalty on Revlon lipstick products. After conducting the literature review and hypothesis formulation, the data are collected through questionnaires that are submitted to 150 respondents with 20-65 years old. For processing and analyzing data in this research is by using SPSS 22.0 as software for data processing. The data are obtained using purposive sampling technique then conduct the analysis data by quantitative method. Quantitative analysis concludes: validity and reability test, classic assumption test, multiple regression analysis, hypothesis testing via t test and analysis coefficient determination (R2). The results showed that the Product Quality, Service Quality, Brand Image and Customer Satisfaction positively affect Customer Loyalty. Where Product Quality positively affect Customer Loyalty with a regression coefficient of 0227. Service Quality positively affect Customer Loyalty with a regression coefficient of 0.190. Brand Image positively affect Customer Loyalty with a regression coefficient of 0.026. Customer Satisfaction positively affect Customer Loyalty with a regression coefficient of 0268. These findings indicate that the Customer Satisfaction has the highest influence on Customer Loyalty.