PENGARUH KEMASAN, HARGA, KESADARAN MEREK DAN NILAI KONSUMSI TERHADAP LOYALITAS MEREK PRODUK KECANTIKAN (Studi Kasus Pada Larissa Aesthetic Center di Surabaya)

Brand loyalty created as a very important indicator in measuring the success of a business in the broad market, given that more and more competition among other brands similar. To create brand loyalty companies need to understand consumer desires and whether the consumer motivation when it will have a product. Beauty products are made from naturally no negative effect is needed by the consumer, and the products Larissa Aesthetic Center is able to answer the needs of these consumers. The goal of this effort is to analyze the influence of packaging, price, brand awareness and consumtion value onbrand loyalty. The reason of this study to prove the relationship between brand loyalty factors related beauty products: packaging, price, brand awareness and consumtion value. This research method is done by the quantitative survey approach in beauty products, while descriptive statistics and multiple regression analysis is used to analyze and draw conclusions. 120 randomly selected survey of consumers Larissa Aesthetic Center in Surabaya, Indonesia. 102 evaluated the correct finish. The results showed that simultaneous packaging, price, brand awareness and consumtion value have a significant effect on brand loyalty. This study shows that the company must carry out the effectiveness of the packaging, price, brand awareness and value of consumption in order to increase the brand loyalty regarding beauty products. Keywords : Pakacging, Price, Brand Awareness, Consumtion Value, Brand Loyalty