The Effect Of Brand Image And Product Quality On Reglow Consumer Loyalty

Abstract

The skincare industry in Indonesia is highly competitive, and consumers tend to switch brands when product performance does not meet their expectations. This study aims to analyze the effect of brand image and product quality on consumer loyalty toward Reglow skincare products at PT Sinergi Ayu Semesta. This research used a quantitative approach with a survey method. Data were collected through questionnaires distributed to 100 consumers who had purchased and used Reglow skincare products. The variables examined were brand image, product quality, and consumer loyalty. The findings show that brand image has a positive effect on consumer loyalty, meaning that a favorable consumer perception of the brand can strengthen trust and repeat purchase intention. Product quality also has a positive effect on consumer loyalty because consumers consider product safety, benefits, and suitability with their expectations. This study implies that strengthening brand image and maintaining product quality are important strategies for increasing consumer loyalty in the local skincare industry.