ANALYSIS OF PRODUCT QUALITY, PRICE, PROMOTION, AND CUSTOMER SERVICE TOWARD CUSTOMER LOYALTY OF MARTHA TILAAR COSMETIC (CASE STUDY OF MARTHA TILAAR COSMETIC USER IN CIKARANG)

Abstract

The purpose of this study is to analysis Product Quality, Price, Promotion, Customer Service toward Customer Loyalty. This research was conduct on Martha Tilaar Product in Cikarang who still use Martha Tilaar cosmetic and the sample size of 95 respondents specified using the nonprobability (convenience) sampling method. The analytical method use is qualitative analysis. Quantitative analysis include validity and reliability test, weighted mean, the classic assumption test and multiple regression analysis to test the hypothesis through T-test, F-test and coefficient of determination (R²). Data analysis techniques used were linear regression analysis that serves to prove the research hypothesis. The data that have met the test validity, reliability, and classical assumption processed to produce a regression. To test the hypothesis using T-test show that Product Quality, Price, Promotion, Customer Service have a positive significant influence on Customer Loyalty. From the F-test can be known if all independent variables are feasible to test the dependent variables (Customer Loyalty). Adjusted R square of 0.812 show that 81.2% Customer Loyalty can be explained by four independent variables in the regression equation. While the rest of 18.8% is explain by other variables outside of the four variables that used in this study.