Decisive Aspects in Increasing Customer Loyalty of Safara Makeup MUA Services in Semarang Regency

Abstract

This study was compiled to find out the role  of brand reputation, Electronic Word of Mouth, Customer care excellence, and perceived value on customer loyalty of Safara MUA Makeup service in Semarang Regency. This study uses a quantitative approach, an explanatory type. The research population involved customers of Safara Makeup MUA services in Semarang Regency. A sample of 80 respondents was selected and valid through the purposive sampling method. Online survey techniques in data collection with questionnaires through google form. The data analysis technique used multiple linear regression. The results showed that some of the Electronic Word of Mouth and perceived value had a positive and significant influence on customer loyalty, while brand reputation and customer care excellence had no influence on customer loyalty. Other findings simultaneously, brand reputation, Electronic Word of Mouth, customer care excellence, and perceived value simultaneously have a positive and significant impact on customer loyalty. The implications of these findings are expected to provide information for business people in establishing more effective marketing strategies for business sustainability.