ANALYSIS OF THE INFLUENCE OF BRAND AWARENESS, PRODUCT QUALITY, AND PRICE ON CUSTOMER SATISFACTION AS A MEDIATING VARIABLE AND ITS IMPACT ON CUSTOMER LOYALTY

Abstract

This research aims to analyze the influence of Brand Awareness, Product Quality, and Price on Customer Satisfaction and its impact on Customer Loyalty, with Customer Satisfaction as a mediating variable. This study is motivated by the rapid growth of the skincare industry in Indonesia and increasingly competitive market conditions. Skintific, as one of the imported skincare brands that successfully entered the Indonesian market, serves as the research object due to its strong position in e-commerce and high brand awareness. This research employs a quantitative approach through questionnaire distribution to Skintific product users. The data analysis technique used is path analysis to examine direct and indirect effects between variables. The research results show that Brand Awareness, Product Quality, and Price partially have significant effects on Customer Satisfaction. However, the direct influence of these three variables on Customer Loyalty is not significant when not mediated by Customer Satisfaction. Furthermore, Customer Satisfaction is proven to have a significant influence on Customer Loyalty. These findings emphasize the importance of building comprehensive positive customer experiences to create loyalty. This research also recommends that companies enhance customer retention programs and experience-based promotions to drive higher repeat purchases and word-of mouth marketing.