Analisis Pengaruh Brand Image Terhadap Overall Satisfaction dan Loyalty Intention pada Color Cosmetic

Elis, Elis (2012) Analisis Pengaruh Brand Image Terhadap Overall Satisfaction dan Loyalty Intention pada Color Cosmetic. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

The purpose of this study is to examine the effect of brand image benefits on satisfaction and loyalty intention in the context of color cosmetic product. Five brand image benefits consisting of functional, social, symbolic, experiential and appearance enhances were investigated. A survey carried out on 148 females showed that functional and appearance enhances significantly affect loyalty intention. Four of brand image benefits functional, social, experiential, and appearance enhances are positively related to overall satisfaction. The results also indicated that overall satisfaction does influence customer’s loyalty. The results imply that marketers should focus on brand image benefits in their effort to achieve customer loyalty. The results showed for all variables had significant effects with the other variable. Keyword : Brand Image, Satisfaction, Loyalty, Brand Strategy, Color Cosmetic Product.

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