Factors That Influence Brand Loyalty Towards Cosmetic Products: A Case In Melaka

Admin, Fatin Nor Suhaina (2019) Factors That Influence Brand Loyalty Towards Cosmetic Products: A Case In Melaka. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

This researcher has shown the relationship between factors that influence brand loyalty towards consumer satisfaction towards the cosmetic product. The purpose of this study is to understand the factors that influence brand loyalty towards a cosmetic product, the chosen brand name, product quality, price and promotion which has the higher impact towards consumer satisfaction towards the cosmetic product. The relationship between brand name, product quality, price and promotion with consumer satisfaction towards cosmetic product was tested to evaluate the strength of each variable toward consumer satisfaction towards the cosmetic product. The survey data is collected in Melaka via spreading questionnaires and the data will then be analyzed by applying Statistical package for social science (SPSS) with descriptive analysis, correlation analysis, and multi-regression analysis. The result shows that there are three independent variables such as brand name, product quality and promotion factors have a significant relationship towards consumer satisfaction towards the cosmetic product. There is one independent variable which is price has no significant relationship towards consumer satisfaction towards the cosmetic product. Brand Name was the most influencing factor relating to the brand loyalty of cosmetic products, then followed by product quality, price, and promotion.

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