PENGARUH KEPUASAN KONSUMEN DAN REPUTASI MEREK TERHADAP BRAND LOYALTY DAVIENA SKINCARE (Studi pada Followers Instagram @davienajakarta_id)

Atthahirah, Amienah (2024) PENGARUH KEPUASAN KONSUMEN DAN REPUTASI MEREK TERHADAP BRAND LOYALTY DAVIENA SKINCARE (Studi pada Followers Instagram @davienajakarta_id). Tesis (S2) - thesis, Universitas Bakrie.

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Abstract

The global and local cosmetic industries show significant growth, with the global cosmetics market reaching USD 145.3 billion in 2020 and projected to grow at a rate of 3.6% per year through 2027. In Indonesia, the cosmetics sector also exhibits high growth, driven by a large population and an expanding middle class. Generation Z, as the largest age group, has a significant influence on Skincare trends and shows a strong preference for local brands. This study aims to analyze the impact of customer satisfaction and brand reputation on brand loyalty for Daviena Skincare. A quantitative research method using SEM-PLS data analysis was employed. The results indicate that customer satisfaction has a significant impact on brand loyalty, accounting for 35.5%, while brand reputation also significantly influences brand loyalty. Overall, customer satisfaction and brand reputation have an R² value of 70.5%, meaning that these factors account for 70.5% of brand loyalty, with the remaining variance attributed to other variabels. The findings suggest that brand loyalty can be enhanced through customer satisfaction achieved by meeting expectations such as product quality, ease of access, and promotion. Additionally, a strong brand reputation is crucial for fostering brand loyalty through product reliability and positive reviews on social media.

Item Type:	Thesis (Tesis (S2) - )
Uncontrolled Keywords:	Behaviorism, Customer Satisfaction, Brand Reputation, Brand loyalty
Subjects:	Marketing > Branding (Marketing) Customer Behavior Customer Satisfaction Thesis > Thesis (S2)
Depositing User:	Amienah Atthahirah
Date Deposited:	28 Aug 2024 02:27
Last Modified:	28 Aug 2024 02:27
URI:	https://repository.bakrie.ac.id/id/eprint/10059

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