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

DOI

10.2991/978-94-6463-234-7_75How to use a DOI?

Keywords

Lifestyle; Customer value; Customer experience; Brand Image; Loyalty; Satisfaction

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 < 0.05), customer value directly had a significant positive effect on customer loyalty (p < 0.05), customer experience directly had a significant positive effect on customer loyalty (p < 0.05), and brand image directly had a significant positive effect on customer loyalty of Oriflame cosmetics at PT Orindo Alam Ayu Medan Branch (p < 0.05). Customer satisfaction managed to moderate the direct influence of lifestyle, customer value, customer experience, and brand image on Oriflame cosmetics customer loyalty at PT Orindo Alam Ayu Medan Branch.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Sri Yanti Kristin Sinaga
AU  - Linda T. Maas
AU  - Beby Karina Fawzeea Sembiring
PY  - 2023
DA  - 2023/09/29
TI  - 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
BT  - Proceedings of the 7th Global Conference on Business, Management, and Entrepreneurship (GCBME 2022)
PB  - Atlantis Press
SP  - 720
EP  - 725
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-234-7_75
DO  - 10.2991/978-94-6463-234-7_75
ID  - Sinaga2023
ER  -