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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Salmadiva, Jacynda
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Decision Sciences, Operations Research & Management

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Understanding Consumer Loyalty to Revlon: An Empirical Study of Product Quality and Brand Image Salmadiva, Jacynda; Rofiaty
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 2 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.2.08

Abstract

Purpose –   This study aims to examine the effects of product quality and brand image on consumer loyalty toward Revlon products in Mojokerto City.   Design/methodology/approach – This study employs a quantitative explanatory research design to test the causal relationships between product quality, brand image, and consumer loyalty. Data were collected from 110 Revlon consumers in Mojokerto City using a non-probability sampling method with purposive sampling technique. The research instruments were tested for validity and reliability, and the data were analyzed using multiple linear regression after meeting classical assumption tests. All statistical analyses were conducted using IBM SPSS Statistics 25.   Findings – The results indicate that both product quality and brand image have a positive and significant effect on consumer loyalty. These findings suggest that higher perceived product quality and a strong brand image contribute to increased loyalty among Revlon consumers in Mojokerto City.   Originality/value – This study provides originality by empirically analyzing the simultaneous influence of product quality and brand image on consumer loyalty within the specific context of Revlon users in Mojokerto City. It contributes new evidence from a localized setting that has received limited scholarly attention, offering insights relevant for both academic research and practical brand strategies.
Co-Authors Rofiaty