The Effect of Brand Image and Product Quality on Consumer Loyalty in Scarlet Skincare

Andi Heri Puspita Sari(1*), Nurman Nurman(2), Muh. Ilham Wardhana Haeruddin(3),

(1) Universitas Negeri Makassar
(2) Universitas Negeri Makassar
(3) Universitas Negeri Makassar
(*) Corresponding Author



Abstract


This study aims to determine the effect of brand image and product quality on consumer loyalty to scarlet skincare products carried out by quantitative students of the Faculty of Economics, Makassar State University. This study used a sample of 100 respondents from the Faculty of Economics, Makassar State University and used accidental sampling, namely sampling by stratified random sampling (the population was divided into various groups and the sample was taken from each group or representatives from each group). . In this study there are two variables that are used, namely the dependent variable and the independent variable. The results of this study indicate that X1 has a positive effect on consumer loyalty (Y). X2 has a positive effect on consumer loyalty (Y). Furthermore, brand image and product quality partially have a significant positive effect on consumer loyalty to scarlet whitening products for FE UNM students. As well as brand image and product quality simultaneously have a significant positive effect on scarlet whitening products for FE UNM students. The better the brand image and quality of scarlet products among the public, the consumers will be loyal to the product.

Keywords


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References


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