PENGARUH CITRA MEREK DAN WORD OF MOUTH

TERHADAP LOYALITAS MEREK PADA KLINIK KECANTIKAN NANISA JOMBANG

THE INFLUENCE OF BRAND IMAGE AND WORD OF MOUTH ON BRAND LOYALTY IN NANISA JOMBANG BEAUTY CLINIC

ABSTRAK

Kesadaran wanita mengenai kecantikan serta perawatan kulit makin berkembang. Untuk kaum perempuan, kecantikan serta keindahan tubuh dan juga wajah ialah dambaan serta daya tarik. Fenomena itu menimbulkan terciptanya banyak klinik kecantikan yang memberikan penawaran akan produk serta jasanya guna memenuhi kebutuhan perawatan kecantikan. Penelitian berikut memiliki tujuan guna menjelaskan dan menganalisis pengaruh citra merek dan word of mouth terhadap loyalitas merek pada klinik kecantikan. Jenis penelitian ialah penelitian kuantitatif memakai teknik pengambilan sampel yakni non probability sampling, dengan total 110 responden. Responden ialah konsumen yang sudah melakukan pembelian produk dan melakukan perawatan di klinik kecantikan Nanisa Jombang. Teknik analisis data melalui kuantitatif memakai statistik deskriptif, analisis data menggunakan regresi linier berganda. Hasil dari penelitian berikut memperlihatkan bahwasanya  citra merek (X₁) dan word of mouth (X₂) mempunyai pengaruh signifikan terhadap loyalitas merek (Y).

Kata kunci: Citra Merek,Word Of Mouth, Loyalitas Merek.

Abstract

The awareness of women about beauty and skincare is growing. For women, the beauty and beauty of the body and face is a dream and an attraction. This phenomenon supports the emergence of many beauty clinics that offer products and services to meet beauty care needs. This study aims to explain and analyze the effect of brand image and word of mouth on brand loyalty in beauty clinics. This type of research is quantitative research using sampling techniques, namely nonprobability sampling, with a total of 110 respondents. These respondents are consumers who have purchased products and performed treatments at the Nanisa Jombang beauty clinic. Quantitative data analysis techniques used descriptive statistics, data analysis used multiple linear regression. The results of this study indicate that brand image (X₁) and word of mouth (X₂) have a significant effect on brand loyalty (Y).

Keywords: Brand Image, Word Of Mouth, Brand Loyalty