(Universitas Esa Unggul)(2) Dimas Angga Negoro
(Universitas Esa Unggul)*corresponding author
AbstractIndustri kecantikan di Indonesia saat ini berkembang pesat karena kebutuhan masyarakat, terutama wanita, untuk merawat diri dan gaya hidup yang berkembang pesat. Penelitian ini untuk melihat bagaimana customer satisfaction dan customer loyalty Skintific di Jabodetabek dipengaruhi oleh product quality dan customer experience. Di sisi lain, penelitian ini bertujuan untuk melihat bagaimana brand image berfungsi sebagai moderasi dalam hubungan antara customer satisfaction dan customer loyalty Skintific di Jabodetabek. Metode penelitian menggunakan pendekatan kuantitatif. Populasi yang akan diteliti adalah pelanggan Skintific di Jabodetabek. Selanjutnya, pengambilan sampel dilakukan dengan metode purposive non-probability sampling. Sampel penelitian sebanyak 130 responden. Metode analisis data dengan Structural Partial Least Square Equation Model (SEM-PLS). Hasil penelitian ini menunjukkan bahwa product quality, customer experience mempengaruhi customer satisfaction dan customer loyalty secara positif. Selain itu hasil penelitian membuktikan bahwa customer satisfaction berpengaruh terhadap customer loyalty secara positif. Di lain sisi brand image tidak dapat memoderasi customer satisfaction dengan customer loyalty. Penelitian ini diharapkan mampu membantu pihak Skintific untuk meningkatkan produk, layanan, dan strategi mereka secara keseluruhan, yang pada akhirnya mendukung pertumbuhan bisnis dan kesuksesan jangka panjang
Keywordskualitas produk, pengalaman pelanggan, citra merek, kepuasan pelanggan, loyalitas pelanggan
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DOIhttps://doi.org/10.31604/jips.v13i10.2026.2509-2526 |
Article metrics10.31604/jips.v13i10.2026.2509-2526 Abstract views : 0 | PDF views : 0 |
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