<![CDATA[The rapid growth of Indonesia's beauty industry has intensified competition among skincare brands, making customer loyalty increasingly difficult to maintain despite extensive digital marketing activities and product innovation. This study aims to examine the influence of digital marketing strategy, product quality, and price on customer loyalty toward the Skintific beauty brand in Asahan Regency. A quantitative approach with an associative research design was employed. Data were collected through questionnaires from 96 Skintific consumers selected using the Cochran sampling formula and analyzed using multiple linear regression with SPSS. The findings reveal that digital marketing strategy and price have a positive and significant effect on customer loyalty, while product quality has a positive but insignificant effect. Simultaneously, the three independent variables significantly influence customer loyalty (F = 12.328; p < 0.001). The coefficient of determination (R² = 0.287) indicates that 28.7% of customer loyalty is explained by the proposed model, whereas the remaining variation is associated with other factors beyond this study. These findings suggest that strengthening digital marketing initiatives and maintaining competitive pricing are important strategies for improving customer loyalty in the skincare market.]]>
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