The Effect of Brand Image, Product Quality, and Brand Trust on Maybelline Lipstick Customer Loyalty in Denpasar City

ABSTRACT: The purpose of thisstudyis to explain the effect of brand image, productquality, and brand truston customerloyalty. This researchwasconducted on Maybellinelipstickcustomers in Denpasar City. The numberof samples in thisstudywere 112 respondents. The sampling technique ispurposivesampling. Data collectionwasobtainedfrom the results of distributing questionnaires online to Maybellinelipstickcustomers in DenpasarCity. Analysis of the data in thisstudy uses multiple linearregressionanalysis. The results of thisstudy showthatbrand image has a positive and significanteffect on customerloyalty, productquality has a positive andsignificanteffect on customerloyalty, brand trust has a positive and significanteffect on customerloyalty.Maybelline’slipstickcompany management shouldpay attention to brand image, productquality, and brand trustfelt by customers in order to maintain and increasecustomerloyalty.

Keywords: brand image, product quality, brand trust, customer loyalty