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Alamsah, Hafid Akmal
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Library & Information Science Social Sciences

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The Influence of Product Quality, Brand Image, and Packaging on Customer Loyalty of Dove Products in Surabaya City, Indonesia Alamsah, Hafid Akmal; Purwanto, Sugeng
Golden Ratio of Mapping Idea and Literature Format Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmilf.v6i1.1691

Abstract

This study aims to analyze the influence of product quality, brand image, and packaging on customer loyalty to Dove products in Surabaya. The research method used is quantitative with a descriptive approach. Data were collected through the distribution of questionnaires to 105 respondents who had used Dove products. The data analysis technique employed is Partial Least Squares (PLS). The results show that the three independent variables, product quality, brand image, and packaging, simultaneously positively and significantly affect customer loyalty. These findings indicate that to maintain consumer loyalty, Dove needs to consistently ensure product quality, strengthen brand image, and continuously innovate in packaging design and functionality. This research offers strategic recommendations for companies to enhance personal care product market competitiveness.
Co-Authors Sugeng Purwanto