Alya, Nariyah (2026) Pengaruh Kualitas Produk, Citra Merek, Dan Kepercayaan Konsumen Terhadap Loyalitas Konsumen Make Over (Studi Pada Mahasiswi Universitas Pembangunan Nasional “Veteran” Jawa Timur yang menerapkan Foundation Make Over). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study examines the effect of product quality, brand image, and consumer trust on the consumer loyalty of female students at UPN "Veteran" East Java towards using Make Over foundation. The research employed a quantitative associative design and used a questionnaire distributed to 100 respondents selected through a purposive sampling technique. The data were analyzed using multiple linear regression, classical assumption tests, validity and reliability tests, the F test, the t test, and the coefficient of determination at a 5% significance level. The findings indicate that product quality, brand image, and consumer trust simultaneously have a significant effect on consumer loyalty (F = 42.560; p < 0.001). Partially, product quality (t = 3.359; p = 0.001) and brand image (t = 4.747; p < 0.001) each have a positive and significant effect. Conversely, consumer trust does not exhibit a significant impact on consumer loyalty (t = 0.563; p = 0.575). Brand image is the most dominant predictor in the model. The regression model explains 57.1% of the variance in consumer loyalty (R2 = 0.571), while the remaining 42.9% is influenced by other factors outside the model. These results show that foundation cosmetics consumer loyalty is highly shaped by brand reputation and product quality performance rather than purely emotional trust factors.
| 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: | S.A.B Nariyah Alya | ||||||||
| Date Deposited: | 26 May 2026 02:14 | ||||||||
| Last Modified: | 26 May 2026 04:25 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52536 |
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