Fani, Rista Adhalia (2025) Pengaruh Citra Merek, Harga, dan Kualitas Produk Terhadap Loyalitas Pelanggan Pada Produk Glad2Glow (Studi Pada Followers Instagram Glad2Glow). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the effect of brand image, price,and product quality on customer loyalty to Glad2Glow products. The background ofthis study is based on the increasingly fierce competition in the beauty industryin Indonesia, which requires companies to be able to build customer loyaltythrough appropriate marketing strategies. The research question focuseson whether brand image, price, and product quality have a simultaneousor partial effect on customer loyalty. This study is aquantitative study with an associative approach. The research sample consisted of100 respondents who are followers of the @Glad2Glow Instagram account, selectedusing purposive sampling with the criteria of having purchasedthe product at least twice. Data were collected through questionnaires and analyzedusing multiple linear regression, with classical assumption tests, Ftests (simultaneous), and t tests (partial). The results show thatsimultaneously, brand image, price, and product quality have a significant effecton customer loyalty. Partially, brand image and price were proven to have a positive and significant effect on customer loyalty. However, product quality did not have a significant effect. These findings indicate that customer loyalty to Glad2Glow products is more influenced by perceptions of brand image and affordability than by product quality. Keywords: Brand Image, Price, Product Quality, Customer Loyalty, Glad2Glow.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Rista Adhalia Fani | ||||||||
| Date Deposited: | 17 Nov 2025 06:56 | ||||||||
| Last Modified: | 17 Nov 2025 06:56 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/46272 |
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