Pengaruh Service Quality, Brand Image, dan Customer Experience terhadap Loyalitas Konsumen Pengguna Produk Skincare Ms Glow di Ngawi

Yolla Eva Novita Sari; Tatik Mulyati; Novy Rachma Herawati

doi:10.55606/sscj-amik.v4i4.6204

Authors

Yolla Eva Novita Sari Universitas Merdeka Madiun
Tatik Mulyati Universitas Merdeka Madiun
Novy Rachma Herawati

DOI:

https://doi.org/10.55606/sscj-amik.v4i4.6204

Keywords:

Brand Image, Customer Experience, Customer Loyalty, Service Quality, Skincare

Abstract

The skincare industry in Indonesia is experiencing rapid growth, leading to increasingly competitive market conditions. In this situation, customer loyalty becomes an important factor for companies to maintain market share. This study aims to analyze the influence of service quality, brand image, and customer experience on customer loyalty among users of MS Glow skincare products in Ngawi Regency. This research uses a quantitative approach with a causal associative design. The population in this study were MS Glow consumers in Ngawi Regency with an unknown population size. The sampling technique used purposive sampling with a total sample of 100 respondents. Data collection was conducted through questionnaires using a Likert scale. The data analysis method employed multiple linear regression analysis with the assistance of JASP software. The results indicate that service quality, brand image, and customer experience have positive and significant effects on customer loyalty, both partially and simultaneously. Among the independent variables, customer experience is the most dominant factor influencing customer loyalty. These findings imply that companies need to improve service quality, strengthen brand image, and create positive customer experiences to maintain customer loyalty in the competitive skincare industry.

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