THE RELATIONSHIP BETWEEN BRAND IMAGE AND CONSUMER LOYALTY WARDAH COSMETIC PRODUCTS IN BATAM CITY

Abstract

This study aims to determine the relationship between brand image and consumer loyalty to Wardah cosmetic products in Batam City. This study used a quantitative method with an associative approach. The population in this study were Wardah product users in Batam City, with a sample of 100 respondents obtained using a purposive sampling technique. Data collection was conducted by distributing questionnaires to respondents. Data analysis was conducted using IBM SPSS Statistics version 25, which included validity tests, reliability tests, Pearson Product Moment correlation tests, and hypothesis testing (t-tests). The results showed that all statement items in the brand image and consumer loyalty variables were declared valid because their calculated r values were greater than the table r (0.1966). The reliability test results showed a Cronbach's Alpha value of 0.842 for the brand image variable and 0.865 for consumer loyalty, thus all instruments were deemed reliable. The Pearson Product Moment correlation test results showed a correlation coefficient of 0.682 with a significance value of 0.000 <0.05, indicating a positive and significant relationship between brand image and consumer loyalty. The t-test results showed a calculated t-value of 8.972, greater than the t-table value of 1.984, with a significance value of 0.000 <0.05, thus accepting the research hypothesis. Based on the results, it can be concluded that brand image has a positive and significant relationship with consumer loyalty to Wardah cosmetic products in Batam City. The better Wardah's brand image, the higher consumer loyalty to the product.