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All Journal Prosiding National Conference for Community Service Project International Journal of Social Science and Religion (IJSSR)
Melisa Putri Pane
Universitas Internasional Batam
Religion Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : International Journal of Social Science and Religion (IJSSR)

 1 
Analysis Of Factors Affecting Brand Loyalty On Cosmetic Products In Batam Edy Yulianto Putra; Melisa Putri Pane
International Journal of Social Science and Religion (IJSSR) 2022: Volume 3 Issue 3
Publisher : Indonesian Academy of Social and Religious Research (IASRR)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53639/ijssr.v3i3.84

Abstract

This study aims to determine the effect of service quality, brand identification, convenience, trustworthiness, and product quality on brand loyalty by mediating consumer satisfaction on cosmetic products in Batam City. The technique of collecting data is by means of a survey using a questionnaire. The data collected were 330 respondents consisting of women who use cosmetics and live in Batam. The research methodology used is quantitative research methodology and Structural Equation Model analysis method using Smart Partial Least System 3. The results of this study find that service quality and brand identification have a significant positive effect on consumer satisfaction. Convenience, trust, and product quality have no effect on consumer satisfaction. The consumer satisfaction variable has a significant negative effect on brand loyalty.
Co-Authors Calvin Pang Christian, Natalis Edy Yulianto Putra Indah Novitasari Indo Dicaprio P Iskandar Itan M Ramanda Alim Meirita Sitadewi Raimon R Tampubolon Rayden Vebrianto Ria Karina Vincent Sun