<![CDATA[This study aims to analyze the effect of Brand Image and Price on Customer Loyalty toward Wardah Lipstick products among consumers of PT Tip Top Rawamangun during May 2026. This study employed a quantitative approach using a survey method. The sample consisted of 97 respondents selected using purposive sampling. Data analysis was conducted using IBM SPSS Statistics through validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination analyses. The results showed that Brand Image had no significant partial effect on Customer Loyalty, with a t-value of -0.700 and a significance value of 0.486. In contrast, Price had a positive and significant partial effect on Customer Loyalty, with a t-value of 7.836 and a significance value of 0.000. Simultaneously, Brand Image and Price had a significant effect on Customer Loyalty, with an F-value of 31.036 and a significance value of 0.000. The coefficient of determination (R²) of 0.398 indicates that Brand Image and Price explained 39.8% of the variation in Customer Loyalty, while the remaining 60.2% was influenced by other factors. Thus, Price was the more dominant factor influencing Customer Loyalty compared to Brand Image. This study recommends strengthening strategies related to pricing, quality, innovation, promotion, and marketing communication to increase customer loyalty.]]>
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