Analysis Of Factors Affecting Brand Loyalty On Cosmetic Products In Batam

Abstract

This study aims to determine the effect of service quality, brand identification, convenience, trustworthiness, and product quality on brand loyalty by mediating consumer satisfaction on cosmetic products in Batam City. The technique of collecting data is by means of a survey using a questionnaire. The data collected were 330 respondents consisting of women who use cosmetics and live in Batam. The research methodology used is quantitative research methodology and Structural Equation Model analysis method using Smart Partial Least System 3. The results of this study find that service quality and brand identification have a significant positive effect on consumer satisfaction. Convenience, trust, and product quality have no effect on consumer satisfaction. The consumer satisfaction variable has a significant negative effect on brand loyalty.

Pengaruh Kepuasan Konsumen Dan Pengalaman Merek Terhadap Loyalitas Merek Yang Dimediasi Oleh Kecintaan Merek

“…Menurut Cuong (2020) menyatakan jika kepuasan konsumen berpengaruh positif terhadap loyalitas merek. Berbeda dengan penelitian sebelumnya, penelitian yang dilakukan oleh Melisa & Yuli (2022) menyatakan bahwa tidak ada pengaruh yang signifikan antara kepuasan konsumen terhadap loyalitas merek. Hal ini berarti bahwa kepuasan berpengaruh negatif dan tidak signifikan terhadap loyalitas merek.…”

“…Konsumen Vien's Solo cenderung tetap loyal dan dapat memaklumi jika makanan mereka memiliki rasa yang kurang enak atau pelayanan yang kurang baik. Temuan ini mendukung penelitian sebelumnya yang dilakukan oleh Melisa & Yuli (2022) yang juga menyimpulkan bahwa kepuasan konsumen tidak berpengaruh terhadap loyalitas merek.…”

Product Quality towards Brand Loyalty in the Cosmetic Industry

“…However, the intense competition in the industry has led to a lack of brand loyalty among customers due to the plethora of products that claim to offer and provide equal or even better prices. The saturated skincare products in the marketplace can leave consumers confused with purchasing decisions, meaning they tend to try different brands or products every time [6]. The emergence of new industries inevitably fosters the birth of numerous new brands, each facing an array of challenges and complexities in their quest to forge a sustainable and thriving business within the market.…”

“…The existing body of research on brand loyalty in the cosmetic industry has made commendable progress [11], analysis of factors influencing brand loyalty [12], and exploration of brand loyalty in Belagavi City [13]. However, these studies primarily focus on general brand loyalty dynamics and overlook the nuanced dimensions of product quality.…”