The Influence Of Product Quality, Brand Trust, And Customer Satisfaction On Customer Loyalty Of Bening’s Skincare Products In Batam

Abstrak

The advancement of time and technology has increased the needs of today's society. People now consider not only basic necessities such as clothing, food, and shelter, but also other needs like appearance and beauty. This situation has driven the growth and development of services in the beauty industry. The purpose of this study is to examine the impact of product quality, brand trust, and customer satisfaction on the loyalty of customers using Bening's Skincare products in Batam. The sample consisted of 100 respondents selected using the purposive sampling method, in which data is collected through questionnaire distribution. The analysis was performed using SPSS application version 25, including data quality test, classical assumption test, influence test, and hypothesis test. The analysis method used is multiple linear regression. The results showed that Product Quality, Brand Trust, and Customer Satisfaction had a positive and significant effect partially or simultaneously on Customer Loyalty of Bening's Skincare products in Batam.