KUALITAS, HARGA, CITRA MEREK DAN PROMOSI TERHADAP LOYALITAS PELANGGAN KOSMETIK WARDAH DI BANDUNG RAYA

Abstract

Modern companies must have a deep understanding of the importance of applying management science in their operations. In today's competitive business era, companies need to proactively apply the concept of marketing management science. By applying principles such as market segments, product differentiation, efficient promotion, and competitor analysis, companies can create added value for customers and build strong brands. This will enable the company to achieve its targets effectively. Since 2020, the trend of using cosmetic products has increased, the growth of new cosmetic products in Indonesia in the last 3 years has experienced rapid development. With the emergence of so many new cosmetic products, it makes it difficult for business actors to maintain customer loyalty. Even though the competition seems fierce, Wardah cosmetics continues to exist in Indonesia and is listed as the top brand in 7 cosmetic categories for the last 5 years. The aim of this research is to examine the influence of quality, price, brand image and promotion on customer loyalty. This research uses a quantitative approach with 353 respondents as Wardah cosmetics customers in Greater Bandung, with CFA and SEM analysis. The research results show that brand image has a significant positive effect on customer loyalty, quality, price and promotion each have a positive but not significant effect on customer loyalty