PENGARUH BRAND IMAGE DAN ELECTRONIC WORD OF MOUTH TERHADAP LOYALITAS KONSUMEN PRODUK SKINTIFIC (Studi Pada Mahasiswa Manajemen Universitas Islam Malang Angkatan 2023)

This study aims to examine the influence of Brand Image and Electronic Word of Mouth (e-WoM) on consumer loyalty towards Skintific products among Management students at Universitas Islam Malang, class of 2023. In the digital era characterized by the dominance of social media and the internet, consumer perceptions of a brand are greatly affected by brand image and widely circulated electronic reviews. This research is motivated by the need for companies to understand the factors that drive customer loyalty amid the increasingly competitive and dynamic skincare industry. The study employs a positivist paradigm, emphasizing the collection of empirical data that can be tested deductively. A quantitative approach is used to measure relationships between variables. This correlational study aims to identify and analyze the strength and direction of Brand Image and e-WoM’s effects on consumer loyalty without manipulating variables. The research population consists of 111 Management students from Universitas Islam Malang, class of 2023, who have used Skintific within the last six months. The sampling technique employed in this study is random sampling, resulting in a sample size of 75 respondents.. An online survey distributed via Google Forms. The data were analyzed using multiple linear regression analysis with the assistance of SPSS software. The results of the test indicate that Brand Image has a positive and significant effect on consumer loyalty towards Skintific products (p-value 0,000 < 0,05) with an effect size of 1,135, whereas electronic word of mouth (e-WoM) does not show a significant effect on loyalty (p-value 0,375 > 0,05) with an effect size of -0,171. Furthermore, the study also reveals a significant simultaneous influence of Brand Image and e-WoM on consumer loyalty (p-value 0,000 < 0,05). These findings underscore the importance of strengthening brand image in building consumer loyalty, particularly within the student segment. The practical implication of this research highlights the necessity for consistent marketing strategies to enhance brand image and the strategic use of digital media for directed e-WoM communication.