Pengaruh Ekuitas Merek dan Kualitas Pelayanan terhadap Loyalitas dengan Variabel Intervening Kepuasan Pelanggan pada Produk Kosmetik Maybelline
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Abstract
Penelitian ini bertujuan menyelidiki hubungan antara ekuitas merek, kualitas layanan, dan loyalitas pelanggan dalam konteks produk kosmetik Maybelline, dengan kepuasan pelanggan sebagai variabel intervening. Pendekatan analisis menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS) untuk memahami pengaruh faktor-faktor ini pada perilaku konsumen di pasar kosmetik yang kompetitif. Data kuantitatif dikumpulkan melalui survei terstruktur yang dilakukan kepada sampel pengguna Maybelline. Temuan awal diharapkan menunjukkan bahwa baik ekuitas merek maupun kualitas layanan memberikan kontribusi signifikan terhadap kepuasan pelanggan. Hal ini menyoroti pentingnya menciptakan kesadaran merek yang kuat dan memberikan layanan berkualitas tinggi untuk meningkatkan pengalaman pelanggan dan membangun loyalitas.
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