THE INFLUENCE OF BRAND IMAGE AND BRAND AWARENESS ON CUSTOMER LOYALTY OF SCARLETT WHITENING INSTAGRAM FOLLOWERS

This study aims to determine and test the influence of brand image and brand awareness on customer loyalty of Scarlett Whitening Instagram Followers. The type of research used is causality with a quantitative approach using purposive sampling technique. Data collection using questionnaires to 204 respondents. The analysis method used in this study is the range of scales and multiple linear regression with SPSS software. The results of this study indicate that brand image is in the strong category, brand awareness is in the aware category, and customer loyalty is in the loyal category. Brand image has a positive and significant effect on customer loyalty, brand awareness has a positive and significant effect on customer loyalty, and brand image and brand awareness together have a positive and significant effect on customer loyalty.