Sabina Aulia Putri, . (2024) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN KEPERCAYAAN MEREK TERHADAP LOYALITAS PELANGGAN SUNSCREEN GEL AZARINE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Sunscreen gel Azarine is one of the leading local skincare products in the sunscreen market in Indonesia. However, customer loyalty towards this brand faces challenges such as a decline in positive reviews, which are a form of recommendation. This quantitative study aims to determine the influence of product quality, brand image, and brand trust on customer loyalty for Azarine sunscreen gel partially. The population of this study consists of users of Azarine sunscreen gel aged over 17 years who are active in South Jakarta, with a sample size of 100 respondents. Data analysis was conducted using descriptive and inferential statistical techniques with Partial Least Square (PLS) analysis using SmartPLS 4.0 software. The results of the study indicate that (1) product quality influences customer loyalty, (2) brand image does not influence customer loyalty, and (3) brand trust influences customer loyalty.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2110111167] [Pembimbing: Lina Aryani] [Penguji 1: Guntur Syahputra Saragih] [Penguji 2: Miguna Astuti] |
| Uncontrolled Keywords: | Customer Loyalty, Product Quality, Brand Image, and Brand Trust. |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | SABINA AULIA PUTRI |
| Date Deposited: | 04 Mar 2025 04:16 |
| Last Modified: | 17 Mar 2025 01:33 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34883 |
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