Work

Analisis Preferensi Konsumen Terhadap Produk Perawatan Diri (skincare) Lokal Yang Mempengaruhi Customer Loyalty

Year: 2022

Type: article

Abstract: This study discusses the relationship between consumer preferences for local skin care products that affect consumer loyalty. The purpose of this study was to analyze the effect of Customer Preference on Customer Loyalty mediated by Price, Promotion, and Percieved Quality on local skincare. This study used 208 respondents with questionnaires distributed online through social media platforms. The selected respondents are Millennials, and Gen z who have or are currently using local skincare who are domiciled in Greater Jakarta. This research uses descriptive-quantitative with the help of SPSS version 20 data application. The results achieved in this study are that there is a significant influence between Customer Preference on Customer Loyalty mediated by Price, Promotion, and Perceived Quality as intervening variables.

Source: Eqien Jurnal Ekonomi dan Bisnis

DOI: 10.34308/eqien.v11i03.1108

Authors: Arbi Siti Rabiah, Fransiska Anggriany Stefany

Institution: Binus University

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Good health and well-being

Open Access status: hybrid

OpenAlex ID: W7204003553

FWCI: 0.14

Cites:

Cited by: 3

Related to: 10