An Analysis of the Influence of Lifestyle, Customer Value, Customer Experience, and Brand Image on Customer Loyalty Cosmetics Oriflame PT. Orindo Alam Ayu Moderated by Satisfaction

Sri Yanti Kristin Sinaga (), Linda T. Maas and Beby Karina Fawzeea Sembiring
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Sri Yanti Kristin Sinaga: Universitas Sumatera Utara
Linda T. Maas: Universitas Sumatera Utara
Beby Karina Fawzeea Sembiring: Universitas Sumatera Utara

A chapter in Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022), 2024, pp 720-725 from Springer

Abstract: Abstract Cosmetics are a basic need for most women. Loyalty to purchase cosmetics is much influenced by lifestyle, customer value, customer experience, and brand image. Satisfaction with the product also affects the increase in consumer loyalty to certain cosmetic products. This research was survey research using quantitative analysis which aims to analyze the effect of lifestyle (X1), customer value (X2), customer experience (X3), and brand image (X4) on Oriflame cosmetics customer loyalty (Y) which is moderated by satisfaction. The research population was the company’s regular customers for the last 1 year, amounting to 2247 people. The determination of the sample used the Slovin formula in order to obtain 96 research samples. The data collection instrument used was a questionnaire and the data were analyzed using multiple linear regression analysis and path analysis with a residual test. The results showed that lifestyle directly had a significant positive effect on customer loyalty (p

Keywords: Lifestyle; Customer value; Customer experience; Brand Image; Loyalty; Satisfaction (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-234-7_75

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