Analysis of the influence of lifestyle, customer value, customer experience, and brand image on customer loyalty cosmetics Oriflame PT. Orindo Alam Ayu moderated satisfaction.
Sri Yanti Kristin Sinaga(1), Linda T.Maas(2), Beby Karina F Sembiring(3)

Magister of Management
North Sumatera University
Jalan Civitas Akademika, Kampus USU Padang Bulan, Medan Baru, North Sumatera

Abstract

Customer loyalty to repurchase has an important role in maintaining the viability of an increasingly competitive company so that retaining customers means improving financial performance and maintaining company viability. Many factors affect customer loyalty, including lifestyle, customer value, customer experience and brand image.The present study is a quantitative one aimed at analyzing the effect of Lifestyle (X1), Customer value (X2), Customer experience (X3) and Brand image (X4) on customer loyalty for Oriflame cosmetics (Y) moderated by satisfaction. The population included the customers in last 1 year as of 2247. The sampling method used the Slovin formula so there were 96 samples. Method of data used a questionnaire. The collected data were then analyzed by a multiple linear regression which included simultaneous F test, partial t test, R determination test and multiple regression equation.The results of the study prove that lifestyle, customer value, customer experience and brand image have a significant influence on customer loyalty either partially or simultaneously. It is indicated by F-count ((51.607) > F-table (2.19) and sig-p (0.000) <0.05. the customer satisfaction was successful to moderate the effect of lifestyle, customer value, customer experience and brand image on cosmetic customer loyalty. The conclusion of the study is that customer loyalty to repurchase cosmetic products is strongly influenced by lifestyle, customer value, customer experience and brand image and customer satisfaction further increases customer loyalty.

Keywords: Lifestyle, customer value, customer experience, brand image, Loyalty, Customer satisfaction

Topic: Marketing Management