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The Influence of Product Quality, Brand Image, and Packaging on Customer Loyalty of Dove Products in Surabaya City, Indonesia

Year: 2025

Type: article

Abstract: This study aims to analyze the influence of product quality, brand image, and packaging on customer loyalty to Dove products in Surabaya. The research method used is quantitative with a descriptive approach. Data were collected through the distribution of questionnaires to 105 respondents who had used Dove products. The data analysis technique employed is Partial Least Squares (PLS). The results show that the three independent variables, product quality, brand image, and packaging, simultaneously positively and significantly affect customer loyalty. These findings indicate that to maintain consumer loyalty, Dove needs to consistently ensure product quality, strengthen brand image, and continuously innovate in packaging design and functionality. This research offers strategic recommendations for companies to enhance personal care product market competitiveness.

Source: Golden Ratio of Mapping Idea and Literature Format

DOI: 10.52970/grmilf.v6i1.1691

Authors: Hafid Akmal Alamsah, Sugeng Purwanto

Institution: University of Pembangunan Nasional Veteran Jawa Timur

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4413944121

FWCI: 1.841

Cites:

Cited by: 1

Related to: 10