Pengaruh Brand Image Terhadap Loyalitas Pelanggan Skincare Wardah di Cikarang

Authors

  • Etty Zuliawati Zed Universitas Pelita Bangsa, Indonesia
  • Diana Roofi’u Universitas Pelita Bangsa, Indonesia
  • Ira Amelia Putri Universitas Pelita Bangsa, Indonesia
  • Selsa Oktaviani Universitas Pelita Bangsa, Indonesia

DOI:

https://doi.org/10.57235/jcrd.v2i1.4672

Keywords:

Brand Image, Loyalitas Pelanggan, Skincare, Wardah, Cikarang

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand image terhadap loyalitas pelanggan produk skincare Wardah di Cikarang. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan desain survei. Data dikumpulkan menggunakan kuesioner yang disebarkan kepada 200 responden yang merupakan pengguna aktif produk skincare Wardah di wilayah Cikarang. Teknik analisis data yang digunakan adalah analisis regresi linier sederhana untuk menguji hubungan antara variabel brand image sebagai variabel independen dan loyalitas pelanggan sebagai variabel dependen. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif yang signifikan antara brand image terhadap loyalitas pelanggan, dengan nilai koefisien determinasi (R²) sebesar 0.65, yang menunjukkan bahwa 65% variasi dalam loyalitas pelanggan dapat dijelaskan oleh brand image. Temuan ini mengindikasikan bahwa peningkatan brand image dapat berkontribusi secara signifikan terhadap peningkatan loyalitas pelanggan skincare Wardah. Berdasarkan hasil tersebut, perusahaan dapat memanfaatkan strategi penguatan citra merek untuk mempertahankan dan meningkatkan loyalitas pelanggan.

Downloads

Download data is not yet available.

References

Aaker, D. A. (1997). Building Strong Brands. Free Press.

Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.

Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.

McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.

Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being (12th ed.). Pearson Education.

Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 81-93.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46

Downloads

Published

2025-09-04

How to Cite

Zed, E. Z., Roofi’u, D., Putri, I. A., & Oktaviani, S. (2025). Pengaruh Brand Image Terhadap Loyalitas Pelanggan Skincare Wardah di Cikarang. Journal of Citizen Research and Development, 2(1), 391–396. https://doi.org/10.57235/jcrd.v2i1.4672

Issue

Vol. 2 No. 1 (2025): Mei 2025

Section

Articles

Citation Check

License

  1. Authors certify that the work reported here has not been published before and contains no materials the publication of which would violate any copyright or other personal or proprietary right of any person or entity.
  2. Authors dont transfer or license the copyright of publishing to JCRD Journal of Citizen Research and Development Research to publish the article in any media format, to share, to disseminate, to index, and to maximize the impact of the article in any databases.
  3. Authors hereby dont agree to transfer a copyright for publishing to JCRD Journal of Citizen Research and Development a Publisher of the manuscript. 
  4. Authors reserve the following: 
    1. all proprietary rights other than copyright such as patent rights; 
    2. the right to use all or part of this article in future works of our own such as in books and lectures;
    3. use for presentation in a meeting or conference and distributing copies to attendees; 
    4. use for internal training by author's company;
    5. distribution to colleagues for their research use;
    6. use in a subsequent compilation of the author's works;
    7. inclusion in a thesis or dissertation;
    8. reuse of portions or extracts from the article in other works (with full acknowledgement of final article);
    9. preparation of derivative works (other than commercial purposes) (with full acknowledgement of final article); and
    10. voluntary posting on open web sites operated by author or author’s institution for scholarly purposes, but it should follow the open access license of Creative Common CC BY-NC License.