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Yunus Handoko
Institut Teknologi Dan Bisnis Asia Malang
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Journal : Jurnal Ilmiah Manajemen Kesatuan

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The Influence of Digital Marketing, Service Quality, and Product Innovation on Customer Loyalty in Beauty Industry Kalaij, Ancello G. O.; Handoko, Yunus; Rachmawati, Ike Kusdyah
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 1 (2025): JIMKES Edisi Januari 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i1.3070

Abstract

The beauty industry in Indonesia is experiencing rapid development, driven by ever-changing beauty trends and increasing digital penetration. This study aims to analyze the influence of digital marketing strategies, service quality, and product innovation on customer loyalty at Beauty Eyebrow Lash and Nail Jakarta. Data were collected through a survey of 99 active customer respondents using a questionnaire based on a Likert scale of 1-5. Data analysis techniques included multiple linear regression, normality test (Kolmogorov-Smirnov), multicollinearity test (VIF), heteroscedasticity test (Glejser), F-test for simultaneous effects, and t-test for partial effects on customer loyalty. The results of the analysis show that the three independent variables have a positive and significant effect on customer loyalty, both partially and simultaneously. Digital marketing strategies, such as collaboration with influencers, superior service quality, and relevant product innovation, have been shown to increase customer engagement and commitment. This study concludes that these factors significantly contribute to strengthening customer loyalty at Beauty Eyebrow Lash and Nail Jakarta, supporting the business’s success in facing increasingly tight competition in the beauty industry.
Co-Authors Adefrida, Adefrida Adestyani, Erminia Adiguna, I Made Angga Adinda Bagus Wicaksono Aditya Wardana, Aditya Adly Agi Anggadarma Agustina, Tin Ambarwati, Emilia Tri Andreas Setiawan Anggadarma, Agi Anjaningrum, Widiya Dewi Aprilia, Christina Faya Arianto Armenia Widiastuti Bohari, Akbar Budi Manto BUKHORI, MOHAMMAD Chrityati, Agnes Dameria, Mariati Dedi Gunawan Saputra Dedi Setiawan Wibowo Dennis Vidina Natawijaya Devfi Indriana Dewi R, Widi Eryansyah, Erry Estiarini, Cecilia Evi Ambarwati Fahruroji, Fahruroji Fathorrahman Fathorrahman Fathorrahman, Fathorrahman Fatriona, Hendri Firdaus Iman Ubaidillah Fredy Fredy Gozali, Muhammad Hakim, Arif Handarini, Dany M Harahap, Nuryani Hariyono, Iskak Hasrudy Tanjung, Hasrudy Hatim, Hafiz Hermawanto, Yusuf Hosang, Yudita Elvira IKE KUSDYAH RACHMAWAT Ike Kusdyah Rachmawati Ike Rachmawati Ilmi, M. Aliyya Immanuel, Aditya Indriani, Nita Indriarto, Titus Irwan Syari Tanjung Jumiyati Jumiyati, Jumiyati Junifanto, Iwan Justita Dura K, Tin Agustina Kalaij, Ancello G. O. Kelvin Liennt Kiswinarso, Alberken Sih Kriswana, Rio Kudyah R, Ike Kusdyah R, Ike Lazuardi, Grace Laurensia Lidyana, Liza Maman, Maman Maskan, Moh MIA WAHYU NURAINI Moh. Bukhori Mohammad Makhmud Mohammad Maskan, Mohammad Muammar Muammar, Muammar Muhammad Diaz Bonny Supramono Mulyana, Suci Mulyanto, John Calvin Murtianingsih Murtianingsih, Murtianingsih Mustikawati, Dyah Nanang Saady Natalia, Decy Natanael, Michael Nawiri, Adib Rosyad Oktavia, Emilda Ompusunggu, Nommensen Pangihutan Panjaitan, Mhd Fadhil Azhari Prasetya Aji Prakoso Prayitna, Anna Maria Satia Purwasari, Bernadetta Mita Putra, Rizky Aditya PUTRIA DEWI MASRUROH Raharjo, Suko Baryoto Adi Rahayu, Elisa Dwi Rahmamulyati, Asde Rahmawati, Ana Dwi Rahmawati, Ike Kusdiyah Rahmawati, Ike Kusdyah Rendy Putra Pradwita, Raden Bagus Reni Wahyuningtiyas Reynaldi, Agung Romadhoni, Akhmad Ruslan Ruslan Ruspitasari, Widi Ruspitasari, Widi Dewi Ryan Hermawan, Ryan Santoso, Yesica Theresia Saputra, Ezi Sari, Lutfi Ayu Kartika Sherlinda Octa Yuniarsa Sinulingga, Natalis Situngkir, Elisabeth Sodikin, Ali Rosari Sri Sunarmi Stella Juswan Sudjilah Sugiarto, Ariestokrat Sugijanto Sugijanto Susana, Rina Susanto, Satyawati Tamburaka, Tesno Theresia Pradiani Theresia Priadani Tin Agustina K Tin Agustina Karnawati Tjandra Gunawan tri wahyuni Trisnawati, Vidya Triyan Febriandika, Triyan Wicaksono, Adinda Bagus Widi Dewi Widi Dewi Ruspitasari Widi Dewi Ruspitasari Widi Dewi Ruspitasari Ruspitasari Widianto, Yasminta Kris Wuryano, Ayu Wuryano, Galih Yandha, Krishna Niki Yuli Asmara, Gigih Yunitasari, Ni Rai Yustianto, Johan Zahro, Fatimatu Zainul Muchlas Zakariyah, Mashudi