| dc.description.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. | en_US |
