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

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.