The Effect Of Trust And Satisfaction On Customer Loyalty Of Ms Glow Skincare Products (Study On Malang City Students)
Keywords:
trust, satisfaction, customer loyalityAbstract
In the current era of globalization, the development of beauty industry especially skin care is increasing from year to year. With the increasing growth of the beauty industry, business owner must be able to change their products, so that companies are able to maintain the trust and satisfaction of their customers. That way, customers will become loyal to a product. This study aims to analyze the effect of trust and quality satisfaction on customer loyalty for Ms Glow's skin care products. This research was a quantitative explanatory research. The data collection uses a questionnaire which is distributed to 100 respondents who had purchased. This research used a purposive sampling technique. The data analysis used was multiple linear regression analysis and hypothesis testing. The results of this study indicate that trust has a positive but not significant effect on customer loyalty and satisfaction has a positive and significant effect partially or simultaneously on customer loyalty for MS Glow skincare products (a study on university students in Malang City). From the results of this study can be concluded that the variables of trust and satisfaction have a positive effect on customer loyalty. It is hoped that Ms Glow can increase and maintain the trust and satisfaction of their customers, so that customer loyalty is maintained and sales is increased.
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