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

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.