PENGARUH PROMOSI, INOVASI PRODUK, DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN PRODUK SCARLETTWHITENING PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS KATOLIK DARMA CENDIKA

OKTAVIANI, ROSINTA MARIA (2023) PENGARUH PROMOSI, INOVASI PRODUK, DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN PRODUK SCARLETTWHITENING PADA MAHASISWA FAKULTAS EKONOMI UNIVERSITAS KATOLIK DARMA CENDIKA. Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.

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Abstract

Along with the rapid development of technology and progress in various fields, one of which is the cosmetic industry. One type of cosmetics that gives a distinctive feature is Scarlett Whitening. The purpose of this study was to determine the effect of promotion, product innovation, and brand image on customer loyalty to Scarlett Whitening products among students of the Faculty of Economics, Darma Cendika Catholic University. The data analysis technique in this study used a validity test which concluded that all r count values in this study were > from r table and were declared valid. The results of the reliability test showed that all variables had Cronbach's Alpha > 0.60 so it was concluded that all the variables studied were reliable or consistent. The classic assumption test consists of 3 (three), namely the normality test, where the results of the figure show that the regression model is normally distributed and meets the normality assumption, the multicollinearity test shows a tolerance value > 0.01 and a VIF value < 10, which means the regression model this did not experience multicollinearity, and the heteroscedasticity test showed that the regression model in this study did not experience symptoms of heteroscedasticity. The results of the multiple linear regression test are Y = 0.409+0.087X1+0.575X2+0.208X3. The coefficient of determination shows an R squared value of 0.720 or 72,0% and an adjusted R squared value of 0.709 or 70,9% and it is stated that all the independent variables in this study simultaneously make a moderate contribution to the dependent variable. The t test in this study resulted in promotions (X1) having a t-count value of 1.350 < 1.99125 with a significant level of 0.181 > 0.05 which means that promotions have no effect on customer loyalty for Scarlett Whitening products. The product innovation variable (X2) has a t value of 7.103 > 1.99125 with a significant level of 0.000 <0.05 which means that product innovation has a significant effect on customer loyalty for Scarlett Whitening products, product image variable (X3) has a t count value of 3.251 > 1.99125 with a significant level of 0.002 <0.05 which means that brand image has a significant effect on customer loyalty for Scarlett Whitening products. The conclusion from this study is that promotion has no effect on customer loyalty to Scarlett Whitening products for students of the Faculty of Economics, Darma Cendika Catholic University, while product innovation and brand image have a significant effect on customer loyalty for Scarlett Whitening products for students of the Faculty of Economics, Darma Cendika Catholic University.

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor AYU, STEPHANIE ASTRID NIDN0709058503 astrid.ayu@ukdc.ac.id
Uncontrolled Keywords:	promotion, product innovation, brand image, customer loyalty.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi > Prodi Manajemen
Depositing User:	Gaudens Dillalino
Date Deposited:	22 Sep 2025 02:10
Last Modified:	22 Sep 2025 02:10
URI:	http://repositori.ukdc.ac.id/id/eprint/1732

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