<![CDATA[Introduction/Main Objective: This study examines how brand image and trust influence consumer loyalty to Revlon products at STIE Ekuitas Bandung. Revlon was one of the first brands to enter Indonesia. However, it is currently in a difficult position due to heavy debt, a failure to innovate and adapt to intense market competition, and pressing operational issues that have ultimately undermined the brand's image in Indonesia. Background of the Problem: This study examines how declining consumer loyalty has led to a decline in brand image and trust, driven by intense competition in the Indonesian cosmetics industry, where local and international brands struggle to attract and retain consumers. The main issue this study focuses on is Revlon's declining sales and consumer interest, partly driven by bankruptcy issues in its home country. Novelty: The uniqueness of this research lies in the brand image and trust that impact Revlon products, which have not been widely studied by previous research, and currently Revlon does have/face several serious problems that result in declining consumer loyalty. This research was conducted to address these issues. Research Method: This study used descriptive and verification methods. The data collection technique used was a non-probability method through the distribution of questionnaires to 95 respondents. The statistical analysis instruments included validity, reliability, normality, multicollinearity, heteroscedasticity, multiple linear regression analysis, t-tests, and F-tests, using SPSS software. Finding/Results: The correlation coefficient analysis (0.854) indicates a strong correlation between brand image, trust, and consumer loyalty. Partially (t-test), brand image and trust influence consumer loyalty. Meanwhile, simultaneously (F-test), brand image and trust significantly influence consumer loyalty to Revlon products. Conclusion: This study concludes that brand image and trust together have a significant and positive influence on consumer loyalty.]]>
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