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All Journal Trending: Jurnal Manajemen dan Ekonomi
Calvin Calvin
Universitas Putera Batam
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Promosi, Kualitas Produk, dan Citra Merek terhadap Loyalitas Pelanggan Skintific di Kota Batam Calvin Calvin; Tiurniari Purba
Trending: Jurnal Manajemen dan Ekonomi Vol. 4 No. 3 (2026): Juli: Trending: Jurnal Manajemen dan Ekonomi
Publisher : Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/trending.v4i3.7381

Abstract

This study aims to examine the influence of promotion, product quality, and brand image on customer loyalty in using Skintific products in Batam City. This research employed a quantitative approach with the population consisting of Skintific users in Batam City. A total of 100 respondents were selected using the purposive sampling technique. Data were collected through questionnaires and analyzed using Statistical Package for the Social Sciences (SPSS) version 27, including validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination analysis. The results indicate that promotion, product quality, and brand image have a positive and significant effect on customer loyalty, both partially and simultaneously. The Adjusted R Square value of 0.656 indicates that the three independent variables explain 65.6% of the variation in customer loyalty, while the remaining 34.4% is influenced by other factors outside the scope of this study. In addition, brand image was identified as the most dominant variable affecting customer loyalty. Based on these findings, it can be concluded that improving promotional strategies, maintaining product quality, and strengthening brand image play an important role in enhancing customer loyalty toward Skintific products in Batam City.
Co-Authors TIURNIARI PURBA