Trust, Product Quality, and Consumer Loyalty of Scarlett Whitening Skincare

Abstract

Consumer loyalty is a deep commitment to repurchase or subscribe to a product or service consistently for the future, and does not affect the existing environment or existing efforts or marketing efforts carried out, as well as other things that potential for the possibility of consumers switching to competing companies. This research was conducted with the aim of finding out the influence of trust and product quality on consumer loyalty for Scarlet Whitening skincare in Dompu Regency. This research is a quantitative descriptive research with the analytical tool used in this research is SPSS V13. SPSS is statistical data processing software which functions to analyze and manage statistics to make it easier for researchers to organize, interpret and process the data they obtain. The population in this study were Scarlet Whitening skincare consumers in Dompu Regency who met the research criteria, with a sample size of 42 respondents, on average women aged 21-30 with high school education and income <500.000. The research results show that trust and product quality factors greatly influence consumer loyalty. Therefore, companies must continue to improve the quality of their products to maintain consumer trust so that they can create consumers who are loyal to Scarlett Whitening skincare products.