Susanti, Kirana Yuni (2026) Pengaruh Beauty Influencer, Brand Image, Dan Price Terhadap Customer Loyalty Produk Kosmetik OMG di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid digital transformation in Indonesia has fundamentally shifted social me- dia into a primary source of brand information, significantly impacting the com- petitive local cosmetic industry. Despite high sales volumes, brands like OMG (Oh My Glam) face challenges with high brand-switching behavior and rising consumer vigilance regarding product safety. This study aims to analyze the influence of Beauty Influencers, Brand Image, and Price on the Customer Loyalty of OMG cos- metic products in Surabaya. Using a quantitative approach, data were collected from 100 respondents through questionnaires and analyzed using multiple linear regression. The results of the F-test confirm that Beauty Influencers, Brand Image, and Price simultaneously exert a significant positive influence on Customer Loy- alty. Partially, the T-test results indicate that each variable has a significant indi- vidual impact on loyalty. Beauty influencers build trust through credible recom- mendations, a positive brand image encourages long-term commitment, and afford- able pricing stimulates repeat purchases. The synergy of these three marketing el- ements is a major determinant of consumer retention in a trend-driven market. This study suggests that brands should maintain beauty influencer credibility, positive brand image and competitive pricing strategies to mitigate external risks and strengthen long-term loyalty in the digital-first era. Keywords: Beauty Influencer, Brand Image, Price, Customer Loyalty, OMG Cosmetics
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Kirana Yuni Susanti | ||||||||
| Date Deposited: | 03 Jul 2026 06:42 | ||||||||
| Last Modified: | 03 Jul 2026 06:42 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54480 |
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