Build a positive brand image

Oct 13, 2025 by wbrum.org 45 views

Effect of Brand Image and Product Quality on Customer Loyalty Through Customer Satisfaction in Cosmetics Powder Face Pixy in the Faculty of Economics and Business, University of North Sumatra

Introduction

In today's competitive market, cosmetics have become an essential part of women's daily lives around the world. The cosmetics industry has grown significantly, with many companies offering a wide range of products to cater to the diverse needs of consumers. Among these products, face powder has become a popular choice among young women, especially those studying at universities or those who have had a career. Pixy's face powder is one such product that has gained popularity among students, particularly in the Faculty of Economics and Business, University of North Sumatra. This study aims to analyze the direct and indirect influence between brand image, product quality, and customer loyalty through customer satisfaction in the context of Pixy's face powder.

The Importance of Brand Image and Product Quality

Brand image is a perception formed in the minds of consumers regarding a brand. A positive image can create trust and interest from consumers to try products. In the context of Pixy's face powder, a strong brand image can attract the interest of students who are more sensitive to the quality and appearance of cosmetics. A good brand image can lead to increased customer loyalty, as consumers are more likely to return to buy products from a brand they trust and respect. On the other hand, product quality is a very important determinant of customer satisfaction. Good quality not only produces satisfaction when used but also encourages consumers to return to buy the product in the future.

Customer Satisfaction: The Link Between Brand Image and Customer Loyalty

Customer satisfaction plays an important role as a link between brand image and customer loyalty. When students are satisfied with Pixy products - both in terms of quality and effectiveness - they tend to build higher loyalty. This satisfaction is often supported by the positive experience gained during product use. Therefore, maintaining and improving product quality is vital for cosmetic producers such as Pixy. Customer satisfaction is a key driver of customer loyalty, as satisfied customers are more likely to continue using the product and recommend it to others.

The Role of Customer Loyalty in Building Long-Term Relationships

Customer loyalty is the result of good relationships between consumers and brands. In this study, it was found that there was a positive and significant influence between brand image and product quality on customer loyalty through customer satisfaction. This shows that consumers who have good experience with products will not only continue to use these products, but also tend to recommend it to others. Customer loyalty is a key indicator of a brand's success, as loyal customers are more likely to continue using the product and recommend it to others, leading to increased sales and revenue.

Conclusion

From the analysis conducted, it can be concluded that brand image and product quality have a significant influence on customer loyalty, both directly and through customer satisfaction. Therefore, it is essential for cosmetic companies, such as Pixy, to continue to maintain product quality and build a positive brand image in order to maintain customer loyalty among the Faculty of Economics and Business, University of North Sumatra. The right marketing strategy and focus on customer satisfaction are the main keys to increase sales and build long-term relationships with consumers.

Recommendations

Based on the findings of this study, the following recommendations are made:

Maintain product quality: Pixy should continue to maintain its product quality to ensure that customers are satisfied with the product.
Build a positive brand image: Pixy should focus on building a positive brand image through effective marketing strategies and customer engagement.
Focus on customer satisfaction: Pixy should prioritize customer satisfaction by providing excellent customer service and ensuring that customers are satisfied with the product.
Develop a loyalty program: Pixy should develop a loyalty program to reward loyal customers and encourage them to continue using the product.

Limitations of the Study

This study has several limitations, including:

Sample size: The sample size of this study is limited to students in the Faculty of Economics and Business, University of North Sumatra.
Data collection method: The data collection method used in this study is a questionnaire, which may not be representative of the entire population.
Time frame: The study was conducted over a limited time frame, which may not capture the long-term effects of brand image and product quality on customer loyalty.

Future Research Directions

Future research should focus on:

Extending the sample size: Future studies should aim to extend the sample size to include a broader population.
Using multiple data collection methods: Future studies should use multiple data collection methods, such as surveys and interviews, to increase the validity and reliability of the findings.
Examining the long-term effects: Future studies should examine the long-term effects of brand image and product quality on customer loyalty to provide a more comprehensive understanding of the relationship between these variables.

Conclusion

In conclusion, this study provides insights into the effect of brand image and product quality on customer loyalty through customer satisfaction in the context of Pixy's face powder. The findings of this study suggest that brand image and product quality have a significant influence on customer loyalty, both directly and through customer satisfaction. Therefore, it is essential for cosmetic companies, such as Pixy, to continue to maintain product quality and build a positive brand image to maintain customer loyalty among the Faculty of Economics and Business, University of North Sumatra.
Q&A: Effect of Brand Image and Product Quality on Customer Loyalty Through Customer Satisfaction in Cosmetics Powder Face Pixy

Q: What is the main objective of this study?

A: The main objective of this study is to analyze the direct and indirect influence between brand image, product quality, and customer loyalty through customer satisfaction in the context of Pixy's face powder.

Q: What is brand image, and how does it affect customer loyalty?

A: Brand image is a perception formed in the minds of consumers regarding a brand. A positive image can create trust and interest from consumers to try products. A good brand image can lead to increased customer loyalty, as consumers are more likely to return to buy products from a brand they trust and respect.

Q: What is the role of customer satisfaction in building customer loyalty?

A: Customer satisfaction plays an important role as a link between brand image and customer loyalty. When students are satisfied with Pixy products - both in terms of quality and effectiveness - they tend to build higher loyalty. This satisfaction is often supported by the positive experience gained during product use.

Q: What is customer loyalty, and why is it important for businesses?

A: Customer loyalty is the result of good relationships between consumers and brands. It is a key indicator of a brand's success, as loyal customers are more likely to continue using the product and recommend it to others, leading to increased sales and revenue.

Q: What are the key findings of this study?

A: The key findings of this study are:

Brand image and product quality have a significant influence on customer loyalty, both directly and through customer satisfaction.
Customer satisfaction is a key driver of customer loyalty, as satisfied customers are more likely to continue using the product and recommend it to others.
The right marketing strategy and focus on customer satisfaction are the main keys to increase sales and build long-term relationships with consumers.

Q: What are the recommendations for Pixy based on the findings of this study?

A: The recommendations for Pixy based on the findings of this study are:

Maintain product quality to ensure that customers are satisfied with the product.
Build a positive brand image through effective marketing strategies and customer engagement.
Focus on customer satisfaction by providing excellent customer service and ensuring that customers are satisfied with the product.
Develop a loyalty program to reward loyal customers and encourage them to continue using the product.

Q: What are the limitations of this study?

A: The limitations of this study are:

Sample size: The sample size of this study is limited to students in the Faculty of Economics and Business, University of North Sumatra.
Data collection method: The data collection method used in this study is a questionnaire, which may not be representative of the entire population.
Time frame: The study was conducted over a limited time frame, which may not capture the long-term effects of brand image and product quality on customer loyalty.

Q: What are the future research directions based on the findings of this study?

A: The future research directions based on the findings of this study are:

Extending the sample size to include a broader population.
Using multiple data collection methods, such as surveys and interviews, to increase the validity and reliability of the findings.
Examining the long-term effects of brand image and product quality on customer loyalty to provide a more comprehensive understanding of the relationship between these variables.

Q: What are the implications of this study for businesses in the cosmetics industry?

A: The implications of this study for businesses in the cosmetics industry are:

Maintaining product quality and building a positive brand image are essential for increasing customer loyalty.
Focusing on customer satisfaction is crucial for building long-term relationships with customers.
Developing a loyalty program can be an effective way to reward loyal customers and encourage them to continue using the product.

Q: What are the implications of this study for Pixy specifically?

A: The implications of this study for Pixy specifically are:

Pixy should continue to maintain its product quality to ensure that customers are satisfied with the product.
Pixy should focus on building a positive brand image through effective marketing strategies and customer engagement.
Pixy should develop a loyalty program to reward loyal customers and encourage them to continue using the product.