PENGARUH PROMOSI DAN CITRA MEREK TERHADAP LOYALITAS DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (STUDI PADA PELANGGAN  PRODUK SKINCARE SOMETHINC DI KOTA MALANG)

This study was conducted on Somethinc skincare customers in Malang City, aiming to find out and analyze the influence of promotions and brand image on loyalty with customer satisfaction as an intervening variable. The population in this study is Somethinc skincare customers in Malang City who have bought and used Somethinc skincare at least twice in the last three months. The sample was 150 respondents. This study uses a quantitative method. The sampling technique uses nonprobability sampling and then uses the purposive sampling method, where samples are selected based on certain criteria that have been determined by the researcher. Data collection uses questionnaires. The data analysis technique uses a scale range and Smart PLS analysis tool 4. The results of the calculation of the scale range show that promotions get very attractive ratings, brand image gets very good ratings, loyalty gets very loyal ratings, and pe satisfaction.