THE EFFECT OF BRAND TRUST, PRICE, AND PRODUCT QUALITY ON CUSTOMER LOYALTY TOWARD VIVA COSMETICS PRODUCTS

Fitri Rohmadani, Rizal Ula Ananta Fauzi, Apriyanti Apriyanti

Abstract


The Indonesian cosmetics market continues to expand, which has intensified competition among cosmetic brands. Under these conditions, maintaining consumer loyalty may depend on confidence in the brand, perceived price suitability, and product quality. This research examines the influence of Brand Trust, Price, and Product Quality on Customer Loyalty toward Viva Cosmetics in Madiun City. A quantitative design was applied using 384 respondents obtained through purposive sampling. The findings demonstrate that Brand Trust, Price, and Product Quality each have a positive and significant effect on Customer Loyalty, with Product Quality emerging as the strongest of the three predictors. When considered jointly, the three variables also produce a positive and significant effect on Customer Loyalty.


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