Pengaruh Kualitas Produk, Citra Merek, dan Kepuasan Konsumen Terhadap Loyalitas Konsumen Masker Wajah Skintific Mugwort Anti Pores & Acne Clay Mask di Kota Surabaya

Abstract

This study aims to determine and analyze the effect of Product Quality, Brand Image, and Customer Satisfaction on Customer Loyalty toward Skintific Mugwort Anti Pores & Acne Clay Mask in Surabaya. The skincare industry has experienced rapid growth along with increasing public awareness of the importance of skin care. In the face of increasingly intense competition, companies need to maintain product quality, build a positive brand image, and create customer satisfaction in order to enhance customer loyalty toward their products. This study employed a quantitative approach. The sampling technique used was purposive sampling, involving 113 respondents. The sample criteria consisted of consumers who had used Skintific Mugwort Anti Pores & Acne Clay Mask, were at least 17 years old, and resided in Surabaya, particularly in East Surabaya. Primary data were collected through questionnaires and analyzed using Multiple Linear Regression Analysis with the assistance of SPSS version 27 software. The results of the study indicate that Product Quality, Brand Image, and Customer Satisfaction simultaneously have a significant effect on Customer Loyalty. Partially, Product Quality has a positive and significant effect on Customer Loyalty. Brand Image also has a positive and significant effect on Customer Loyalty. In addition, Customer Satisfaction is proven to have a positive and the most dominant effect on Customer Loyalty. The coefficient of determination (R²) is 77.4%, indicating that the three independent variables are able to explain the variation in Customer Loyalty with a strong explanatory power.