Pengaruh Perceived Quality Dan Brand Image Terhadap Brand Loyalty (Studi Pada Konsumen ESQA Di Kota Surabaya)

Fara Aulia Wulandari; Sonja Andriani

doi:10.31539/costing.v7i4.10505

Fara Aulia Wulandari Universitas Pembangunan Nasional Veteran Jawa timur
Sonja Andriani Universitas Pembangunan Nasional Veteran Jawa timur

DOI: https://doi.org/10.31539/costing.v7i4.10505

Keywords: Perceived Quality, Brand Image, Brand Loyalty, ESQA

Abstract

Along with the rapid development of the cosmetics industry and the increasingly fierce competition between brands inIndonesia, retaining customers is the main focus for companies. In facing this challenge, an effective marketing strategy is the key to success for cosmetic brands. One of them is the cosmetic brand ESQA which uses Perceived Quality and Brand Image as important aspects in understanding the dynamics of Brand Loyalty. This study aims to identify the effect of Perceived Quality and Brand Image on Brand Loyalty for consumers of ESQA cosmetic products in SurabayaCity. The population and sample of this study amounted to 100 respondents who were consumers of ESQA products in Surabaya City. Through a quantitative approach, data collection is collected from respondents who are consumers ofESQA products in Surabaya City using a questionnaire. Application of data analysis using Partial Least Square (PLS) with a Likert scale. The results of this study are 1) Perceived Quality has a positive and significant effect on Brand Loyalty for ESQA consumers in Surabaya City, 2) Brand Image also has a positive and significant effect on Brand Loyalty for ESQA product consumers in Surabaya City.

References

Alvina, M. (2020, Oktober 30). Spire Insight : Potensi Pasar Kosmetik di Indonesia. Retrieved from https://www.google.com.
Dyka Kusuma Dewi, A. E. (2023). Dampak Experiental marketing dan Brand Image Pada Customer Loyalty (Studi pada Konsumen Wardah di Kota Jakarta). Jurnal Ilmu Administrasi Bisnis
Muhammad Yusuf Saleh, M. S. (2019). Strategi Pemasaran: Marketing Strategies. Makassar: CV Sah Media.
Indrasari, M. (2019). KEPUASAN KONSUMEN DAN
PEMASARAN Surabaya: Unitomo Press.
Ade Risman Rivai, T. A. (2017). Dampak Persepsi Kualitas, Brand Image, Persepsi Harga terhadap Loyalitas Pelanggan dengan Kepercayaan dan Kepuasan Pelanggan Sebagai Variabel Mediasi. Jurnal Bisnis dan Komunikasi
Ikrimah, N. D. (2023). Pengaruh Perceived Quality dan Perceived Risk terhadap Minat Beli Produk Private Label Alfamidi. Repository UPN Jatim, 1-82.
Abdul Mujiid, A. A. (2021). Strategi Citra Merek, Kualitas Pelayanan, Dan Harga Terhadap Minat Melanjutkan Sekolah. Jurnal Ilmiah Manajemen Ubhara.
Gima, E. (2017). Pengaruh Keawajaran Harga, Kemasan Dan Brand

Awareness Pada Brand Loyalty (Studi Kasus Pada Wisatawan Nusantara Di Kartika Sari Bandung). Journal Maranatha.
Khadafi, A. O. (2018). Dampak Brand Awareness, Brand Image, dan Word of Mouth terhadap Brand Trust dan Pembentukan Brand

Loyalty pada Pelanggan C’bezt Friedchiken di Kecamatan Genteng, Banyuwangi.Journal of Economic, Business and Accounting, 269- 282.