The Influence of Brand Image on Overall Satisfaction and Consumer Loyalty in The Context of The Body Shop’s Skin Care and Cosmetic Products
TRIYANDEDE, Dr. Bernadinus Maria Purwanto, M.B.A.
2013 | Skripsi | MANAJEMEN-
Brand image is defined as a perception about a product in consumers’ mind. Brand image is also described as a contributing factor in ensuring satisfaction and loyalty on customers. This research used multiple and single regression analysis to study the influence of Brand Image on Overall Satisfaction and Customer Loyalty. Data were gathered using questionnaires to 200 respondents of users of The Body Shop skin care and cosmetic products. The results showed that three out of four brand image benefits – emotional benefit, symbolic benefit and functional benefit - are influencing overall satisfaction and customer loyalty, while excluding social benefit. The finding of this research suggests marketing manager of The Body Shop, especially in Indonesia, to strengthen brand images that contributing the most on satisfaction and loyalty and also improve brand image that somehow still lacking in terms of influence.
Kata Kunci : Brand Image, Overall Satisfaction, Customer Loyalty, Skin Care, Cosmetic
