The Influence of Perceived Quality, Brand Communication, and Brand Awareness on Brand Loyalty of Somethinc Skincare

Abstract

This research investigates the impact of Perceived Quality, Brand Communication, and Brand Awareness on Brand Loyalty of Somethinc skincare products. Using a sample of 100 Somethinc skincare users selected through purposive sampling, data was collected using questionnaires. The analysis involved multiple linear regression and hypothesis testing. The findings suggest that Perceived Quality and Brand Communication do not significantly affect brand loyalty. In contrast, Brand Awareness was found to positively and significantly influence consumer loyalty. These results highlight the importance of Brand Awareness in fostering brand loyalty among Somethinc skincare users. Further research could explore additional factors contributing to brand loyalty in the skincare industry.