Trust, Product Quality, and Consumer Loyalty of Scarlett Whitening Skincare
Main Article Content
Abstract
Research Aims: Consumer loyalty is a deep commitment to repurchase or
subscribe to a product or service consistently for the future, and does not
affect the existing environment or existing efforts or marketing efforts
carried out, as well as other things that potential for the possibility of
consumers switching to competing companies. This research was
conducted with the aim of finding out the influence of trust and product
quality on consumer loyalty for Scarlet Whitening skincare in Dompu
Regency.
Design/methodology/approach: This research is a quantitative
descriptive research with the analytical tool used in this research is SPSS
V13. SPSS is statistical data processing software which functions to
analyze and manage statistics to make it easier for researchers to organize,
interpret and process the data they obtain. The population in this study
were Scarlet Whitening skincare consumers in Dompu Regency who met
the research criteria, with a sample size of 42 respondents, on average
women aged 21-30 with high school education and income <500.000.
Research Findings: The research results show that trust and product
quality factors greatly influence consumer loyalty.
Theoretical Contribution/Originality: Based on the available literature,
the contribution to theory and originality regarding the influence of trust,
product quality, and consumer loyalty of Scarlett Whitening Skincare can
be approached through the integration of customer relat
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