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All Journal Jurnal Mahasiswa Fakultas Hukum Sketsa Bisnis Matrik : Jurnal Manajemen dan Teknik Industri Produksi Abdimas UNWAHAS : Jurnal Pengabdian Masyarakat UNWAHAS JURNAL ILMIAH AGRINECA Jurnal Ilmiah Satyagraha JPM: JURNAL PENGABDIAN MASYARAKAT JURNAL BARUNA HORIZON Jurnal Ilmiah Spiritualis: Jurnal Pemikiran Islam dan Tasawuf Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset Pandawa : Pusat Publikasi Hasil Pengabdian Masyarakat Kegiatan Positif : Jurnal Hasil Karya Pengabdian Masyarakat Jurnal Media Akademik (JMA) Ardhi: Jurnal Pengabdian dalam Negri Journal of Islamic Economic Scholar Bumi: Jurnal Hasil Kegiatan Sosialisasi Pengabdian Kepada Masyarakat Global Leadership Organizational Research in Management Ekopedia: Jurnal Ilmiah Ekonomi
Misbachul Munir
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Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Humanities Astronomy Chemical Engineering, Chemistry & Bioengineering Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Materials Science & Nanotechnology Medicine & Pharmacology Public Health Social Sciences Transportation Other

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Journal : Jurnal Ilmiah Satyagraha

 1 
NILAI PELANGGAN DITINJAU DARI KELAS MEREK DAN CITRA MEREK PADA PRODUK KOSMETIK Rahayu Mardikaningsih; Samsul Arifin; Arif Rachman Putra; Misbachul Munir; Tri Seno Anjanarko
Jurnal Ilmiah Satyagraha Vol. 6 No. 1 (2023): Jurnal Ilmiah Satyagraha
Publisher : Universitas Mahendradatta

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Abstract

Marketing Management is not only faced with increasingly strongbusiness competition but also changes in consumer behavior. The development oftechnology and changes in lifestyle cause consumers to have dynamic behavior.Customer value is one of the consumer behavior that can change the direction of thecompany's marketing. All factors considered capable of influencing customer valuewere studied such as brand class and brand image. This research was conducted todetermine customer value in terms of brand class and brand image. The study wasconducted on 90 users of SKII brand facial care products. The research sample wasobtained by purposive sampling which will then fill in the questionnaire which is thesource of the data for this research. The data is processed by regression technique.The results of the study show that brand class influences the formation of customervalue to consumers. The results showed that the brand class affects the formation ofcustomer value to consumers. In addition, this study also shows that customer valuecan be developed by developing a brand image. Brand class together with brandimage have been proven to build customer value to consumers.
Co-Authors Alfina Rahma Amelia Pristian Syah Putri Anisa Yulia Saputri Arif Rachman Putra Cilda Thesisa Ilmawan Dzinnur Devina Rizqy Firnanda Dewi Ratnasari Tamba Didit Darmawan Diva Roisa Khoirotunnisa Eli Masnawati Ernawati Ernawati Fayola Issalillah Fitri Ariani Duwi Lestari Haniyah Haniyah Hariani, Mila Haryo Triadjie Hidayatun Ulfa Hikmah Karin Istanto Jahroni jahroni Laila Torfiah Ling Samudra Ummat Mahbubah Lihani Mahfud Ilham Mochamad Irfan Muchammad Catur Rizky Muhammad Hanif Ibrahim Mutiara Kinasih Nadifa Salsabilah Naila Nurul Faizah Rafadi Khan Khayru Rafadi Khan Khayru Rahayu Mardikaningsih Retnowati, Eli Risda Lailul Yulfa Fitria Rizma Melina Oktabian Alifani Rommy Hardyansah samsul arifin Samsul Arifin Samuji Samuji Seno Anjanarko, Tri Sholeh Kurniandini Silvi Sri Mulyani Siti Nur Halizah Sri Wahyuningsih Suwandi Wulandari Wulandari Yusti Sahida Putri Zaenal Hamam