Pengaruh Kualitas Produk Dan Citra Merek Terhadap Loyalitas Pelanggan Kosmetik Inez (Studi Pelanggan Counter Kosmetik Inez Di Toko Aster Malang)

Abstract

Abstract

 

This study aims to describe and analyze Product Quality, Brand Image and customer loyalty.This research is an explanatory research. Sampling is determined by the Malhotra formula, because the exact number of the population is not known. Data collection using questionnaire data. This analysis uses test instruments including validity and reliability tests, normality tests, multiple linear regression analysis, classical assumptions, hypothesis testing and the coefficient of determination.

Based on the results of this study, it can be concluded that (1) product quality and brand image have a simultaneous and significant effect on customer loyalty (2) Product quality has a significant effect on customer loyalty for Inez cosmetics at Aster Stores Malang (3) Brand image has a significant effect on customer loyalty for Inez cosmetics at Aster Stores Malang.

 

Keywords: Product Quality, Brand Image, and Customer Loyalty