Abstract: The Intense competition among cosmetics industry requires companies to adopt appropriate marketing strategies to compete with competitors and win the market. This research was conducted to explain the effect of brand image and perceived value on satisfaction to increase customer loyalty both and explain differences in the level of satisfaction and loyalty of cosmetic users based on religious segments. This research was conducted in Denpasar City and Badung Regency. The number of sample was 160 respondents. Purposive sampling was selected as sampling method. Data collection was obtained from the results of questionnaires using a five-point Likert scale that was used to measure 16 indicators using the PLS analysis method. The results showed that there was a significant positive effect on brand image and perceived value on satisfaction to increase customer loyalty, customer satisfaction mediated the influence of brand image and perceived value on customer loyalty, and there were differences in the level of satisfaction and loyalty of cosmetic users based on religious segments. The theoretical implication of this research is the results of this study can enrich references to consumer behavior in marketing, especially on the perception of increasing customer loyalty. Brand image, perceived value and customer satisfaction directly and positively and significantly influence customer loyalty. Customer satisfaction also plays a role as a mediating variable in the relationship of the influence of brand image and perceived value on customer loyalty. In addition, the results of this study also strengthen the results of previous studies related to Wardah cosmetics. The practical implication of this research is that this research can be used as a model for evaluating strategies at PT. Paragon Technology and Innovation as a company that manufactures Wardah on brand image, perceived value, satisfaction and customer loyalty.
Keywords: Brand Image, Perceived Value, Customer Satisfaction, And Customer Loyalty.
Title: The Influences of Brand Image and Perceived Value on Satisfaction to Improve Customer Loyalty
Author: I Gusti Agung Ayu Intan Fatmayoni, Ni Wayan Sri Suprapti
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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