2-7-2024 MANAJEMEN STIE MUHAMMADIYAH CILACAP
Abstract
Rismaya Fiannanda, Management Study Program (Undergraduate Program), College of Economics (STIE) Muhammadiyah Cilacap, Effects of Product Quality, Price, Packaging, and Digital Marketing on Customer Loyalty for Ms Glow skincare in Wangon District. With Supervisor I Esih Jayanti, S.E., M.Sc and Supervisor II Irwan Saputro Sugiharto, S.E., M.Sc. This study aims to examine the effect of Product Quality (X1), Price (X2), Packaging (X3), and Digital Marketing (X4) on Customer Loyalty (Y) of Ms Glow's skincare inWangon District. The sampling technique in this study used non-probability sampling with a sample of 100 respondents. The data collection technique was carried out by distributing questionnaires via Google form. Analysis prerequisite tests include normality test, linearity test, multicollinearity test, heteroscedasticity test. Data analysis technique using multiple linear regression. Statistical test through the T test, F test and R square test (R2), and the classical assumption test. The results showed that: (1) Product quality had an effect on Ms Glow skincare customer loyalty, (2) Prices had an effect on Ms Glow skincare customer loyalty, (3) Packaging had no effect on Ms Glow skincare customer loyalty, (4) Digital marketing had no effect on Ms Glow skincare customer loyalty, (5) Product quality, price, packaging, and digital marketing simultaneously affect customer loyalty. Keywords: Product Quality, Price, Packaging, Digital Marketing, and Customer Loyalty
NASKAH PUBLIKASI RISMAYA FIANNANDA.pdf