PENGARUH PERSEPSI HARGA DAN CITRA MEREK TERHADAP LOYALITAS PELANGGAN KOSMETIK ETUDE HOUSE

This study aims to determine the effect of price perceptions and brand image on customer loyalty cosmetics Etude House. This research type is quantitative research by using questioner. The population in this study are customers who use cosmetic Etude house. The sample in this research using non probability sampling technique with 100 respondents. Validity test in this research use comparison r value with r table. Test Reliability in this research is to use Cronbach's Alpha. The results of this study can be concluded that the price perception has a significant and positive effect on customer loyalty, brand image significantly and positively affect customer loyalty and the most dominant variable affect customer loyalty is price perception