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All Journal Majapahit Journal of Islamic Finance dan Management
Dewinta Kumalasari
Universitas Sains dan Teknologi Komputer, Semarang, Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Decisive Aspects in Increasing Customer Loyalty of Safara Makeup MUA Services in Semarang Regency Dewinta Kumalasari; Dewi Widyaningsih; Myra Andriana
Majapahit Journal of Islamic Finance and Management Vol. 6 No. 2 (2026): Islamic Finance and Management
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/mjifm.v6i2.1224

Abstract

This study was compiled to find out the role of brand reputation, Electronic Word of Mouth, Customer care excellence, and perceived value on customer loyalty of Safara MUA Makeup service in Semarang Regency. This study uses a quantitative approach, an explanatory type. The research population involved customers of Safara Makeup MUA services in Semarang Regency. A sample of 80 respondents was selected and valid through the purposive sampling method. Online survey techniques in data collection with questionnaires through google form. The data analysis technique used multiple linear regression. The results showed that some of the Electronic Word of Mouth and perceived value had a positive and significant influence on customer loyalty, while brand reputation and customer care excellence had no influence on customer loyalty. Other findings simultaneously, brand reputation, Electronic Word of Mouth, customer care excellence, and perceived value simultaneously have a positive and significant impact on customer loyalty. The implications of these findings are expected to provide information for business people in establishing more effective marketing strategies for business sustainability.
Co-Authors Dewi Widyaningsih Myra Andriana