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All Journal International Journal of Business, Law, and Education
Ramadhani, Nurdyanti
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Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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Digital Marketing, Relationship, and Customer Trust As Key of Brand Loyalty: A Case Study of Skintific in Tangerang Ramadhani, Nurdyanti; Prastowo, Sugeng Lubar; Isrial, Isrial
International Journal of Business, Law, and Education Vol. 6 No. 2 (2025): International Journal of Business, Law, and Education (On Progress July-Desembe
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v6i2.1204

Abstract

This study examines the influence of digital marketing, relationship, and customer trust on Skintific brand loyalty in Tangerang City, amid intense competition in the beauty industry. Using a quantitative associative approach, data were collected from 223 Skintific customers selected through accidental sampling. A structured questionnaire was administered, and the data were analysed using SmartPLS 3.2.9, with tests including validity, reliability, model fit, R², and path coefficients. The results show that digital marketing positively and significantly increases brand loyalty by 36.7%, relationship contributes positively and significantly by 10.2%, and customer trust exerts the strongest positive and significant effect, increasing loyalty by 38.8%. These findings highlight the critical role of integrated digital engagement, sustained customer relationships, and trust-building in fostering brand loyalty in competitive markets.
Co-Authors Isrial, Isrial Sugeng Lubar Prastowo