ISJ Theoretical & Applied Science 08(124) 2023

Philadelphia, USA

Bangun, S. M. W., Noviasari, H., & Wasnury, R.

The influence of brand image, product quality and lifestyle on customer satisfaction and customer loyalty in body mist the body shop products in Pekanbaru city.

Full Article: PDF

Scientific Object Identifier: http://s-o-i.org/1.1/TAS-08-124-23

DOI: https://dx.doi.org/10.15863/TAS.2023.08.124.23

Language: English

Citation: Bangun, S. M. W., Noviasari, H., & Wasnury, R. (2023). The influence of brand image, product quality and lifestyle on customer satisfaction and customer loyalty in body mist the body shop products in Pekanbaru city. ISJ Theoretical & Applied Science, 08 (124), 229-238. Soi: http://s-o-i.org/1.1/TAS-08-124-23 Doi: https://dx.doi.org/10.15863/TAS.2023.08.124.23

Pages: 229-238

Published: 30.08.2023

Abstract: The Body Shop has an advantage in using natural ingredients for its products. Products that have been proven to use natural ingredients are known to have good quality commensurate with the price offered with the concept of green marketing. Body Mist from The Body Shop is a best-seller product and is highly recommended on the official website of The Body Shop Indonesia. The Body Shop's Body Mist is also recommended as a Body Mist on several other sites such as mybest.com, pickybest.id, shopee.co.id, Sehatq.com and on several other sites. Body Mist The Body Shop is also known as body mist which has a soft and long lasting fragrance. This study aims to see the effect of brand image, product quality, lifestyle on consumer satisfaction and customer loyalty on The Body Shop Body Mist Products. The population in this study were consumers who had bought and used The Body Shop's body mist in Pekanbaru. While the sampling technique used non-probability sampling method by determining the size using the formula from Hair et al, and obtained a total sample of 105 people. The analytical method used is path analysis using SPSS version 26. The results of the study found that brand image, product quality and lifestyle partially had a significant effect on customer satisfaction and customer loyalty. Then consumer satisfaction is also an intervening variable in the influence of brand image, product quality and lifestyle on customer loyalty and obtained a total sample of 105 people. The analytical method used is path analysis using SPSS version 26. The results of the study found that brand image, product quality and lifestyle partially had a significant effect on customer satisfaction and customer loyalty. Then consumer satisfaction is also an intervening variable in the influence of brand image, product quality and lifestyle on customer loyalty. and obtained a total sample of 105 people. The analytical method used is path analysis using SPSS version 26. The results of the study found that brand image, product quality and lifestyle partially had a significant effect on customer satisfaction and customer loyalty. Then consumer satisfaction is also an intervening variable in the influence of brand image, product quality and lifestyle on customer loyalty.

Key words: Brands Image, Product Quality, Lifestyle, Consumer Satisfaction, Customer Loyalty.