Proceedings of the 1st International Conference on Economics and Business, ICEB 2023, 2-3 August 2023, Padang, Sumatera Barat, Indonesia

Research Article

The Effect Of Brand Image And Perceived Value On Customer Loyalty (Study On Wardah Product Consumers At Aurora Cosmetics Store Malang)

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  • @INPROCEEDINGS{10.4108/eai.2-8-2023.2341528,
        author={Iqlima Fissilmi Kaffah and Rohmat Dwi Jatmiko and Widhiyo  Sudiyono},
        title={The Effect Of Brand Image And Perceived Value On Customer Loyalty (Study On Wardah Product Consumers At Aurora Cosmetics Store Malang)},
        proceedings={Proceedings of the 1st International Conference on Economics and Business, ICEB 2023, 2-3 August 2023, Padang, Sumatera Barat, Indonesia},
        publisher={EAI},
        proceedings_a={ICEB},
        year={2024},
        month={6},
        keywords={brand image percieved value customer loyalty},
        doi={10.4108/eai.2-8-2023.2341528}
    }
    
  • Iqlima Fissilmi Kaffah
    Rohmat Dwi Jatmiko
    Widhiyo Sudiyono
    Year: 2024
    The Effect Of Brand Image And Perceived Value On Customer Loyalty (Study On Wardah Product Consumers At Aurora Cosmetics Store Malang)
    ICEB
    EAI
    DOI: 10.4108/eai.2-8-2023.2341528
Iqlima Fissilmi Kaffah1, Rohmat Dwi Jatmiko1, Widhiyo Sudiyono1,*
  • 1: University of Muhammadiyah Malang, Indonesia
*Contact email: widhiyo@umm.ac.id

Abstract

This scientific research intends to assess the impact of both the brand image and the perceived value on customer loyalty simultaneously and partially to consumers of Wardah cosmetic products. The principal data was gathered collectively through a questionnaire with as many as 400 respondents of consumers of Wardah cosmetic to answer the questions at the Aurora Store in Malang and was taken by the technique of purposive sampling. The combination of both the analysis of Multiple regression and the testing of hypothesis showed that brand image positively and significantly affected customer loyalty, perceived value positively and significantly affected customer loyalty. Finally both brand image, and perceived value affected customer loyalty significantly in simultaneous way.