Pengaruh Kualitas Produk Dan Citra Merek Terhadap Loyalitas Pelanggan Produk Maybelline Pada Industri Kosmetik Di Jakarta Pusat
Abstract
This research aims to examine the Impact of Product Quality and Brand Image on Customer Loyalty
toward Maybelline products in Central Jakarta. The research method employed is non-probability
sampling, specifically using convenience/accidental sampling, with a total of 100 respondents. The data
were collected through questionnaires distributed to respondents via social media using Google Forms.
Instrument testing was conducted using validity and reliability tests. Data analysis involved classical
assumption tests, multiple linear regression analysis, t-tests, f tests, and the coefficient of
determination. The findings indicate that product quality has a positive and significant effect on
customer loyalty to Maybelline products in Central Jakarta. Likewise, brand image also has a positive
and significant effect on customer loyalty. Furthermore, product quality and brand image simultaneously
have a positive and significant influence on customer loyalty toward Maybelline products in Central
Jakarta.
Keywords: Product Quality, Brand Image, Customer Loyalty
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