Determinants of Brand Loyalty: Survey of Wardah Cosmetics Consumer in Jabodetabek, Indonesia

Abstract

This study tries to explore the determinants of Wardah cosmetics brand loyalty in Jabodetabek Indonesia. The independent variable is product quality, service quality, promotion and customer satisfaction. A sample of 100 respondents in Jabodetabek area & the sampling technique is convenience sampling (which includes whoever is found in accordance with the focus of research). The technique to get data is questionnaire, the scale used is a Likert scale where the answers are given a score of one to five. The results showed that product quality & consumer satisfaction had a significant effect on Wardah brand cosmetic loyalty while service quality and promotion had no significant effect on Wardah cosmetics brand loyalty.