Factors Influencing Female Customer Loyalty in the ERHA Beauty Clinic at Gandaria City, South Jakarta

Abstract

Background: The Indonesian beauty industry is the third largest market in Asia. Loyalty is very necessary for a beauty clinic to be able to survive and be able to compete with other beauty clinics. Factors that influence loyalty are: price, service, product quality and promotion. The results of interviews with 10 customers who underwent beauty treatments showed that 7 of them did not carry out regular checks and rarely bought ERHA products, Gandaria City, South Jakarta.

Objective: Knowing the factors that influence female customer loyalty at the ERHA Gandaria City Beauty Clinic, South Jakarta in 2024.

Methods: Quantitative analytical research with an approach crosses sectional. A sample of female customers totaling 71 respondents with techniques purposive sampling. Bivariate analysis uses a simple logistic regression test.

Results: The results of the univariate research were mostly female customer loyalty of 64.1%, cheap prices of 57.8%, satisfactory service of 54.7%, satisfactory product quality of 51.6%, and promotions of 54.7%. The results of bivariate research show that there is an influence of price (p = 0.000), service (p = 0.000), product quality (p = 0.003), and sales promotion (p = 0.001), on female customer loyalty.

Conclusions: There is an influence of price, service, product quality, and sales promotions on female customer loyalty. It is hoped that clinics can consider lowering prices by comparing prices between ERHA clinics and other clinics and improving product quality by explaining its advantages and if side effects are found, they should immediately be given an explanation before customers buy it so that they understand and relate to the product they are buying so that they can retain customers and compete with other companies.