Faktor-Faktor yang Memengaruhi Retensi Pelanggan Brand Kecantikan


  • Zih Murniningrum Universitas PGRI Yogyakarta
  • Adhi Prakosa Universitas PGRI Yogyakarta
  • Anindita Imam Basri Universitas PGRI Yogyakarta


kepercayaan, kepuasan, hambatan beralih, retensi pelanggan


The challenge of competition in the beauty industry is getting more and more enjoyable with the number of beauty brands present. The high public interest in using beauty products presents a new phenomenon for marketers. Customer retention is a variable discussed in this study because of the phenomenon of marketing beauty brands in Indonesia. This study aims to determine the effect of trust, satisfaction, and switching barriers on customer retention in users of beauty care products—the sample used in this study to 120 respondents. The sampling technique used a purposive sampling technique with a survey method. Analysis of the data is multiple linear regression. The results showed that all hypotheses were proven. The results of this study prove that understanding the factors that influence customer retention is critical for companies to compete during increasingly tough competition.




How to Cite

Murniningrum, Z. ., Prakosa, A., & Imam Basri, A. . (2022). Faktor-Faktor yang Memengaruhi Retensi Pelanggan Brand Kecantikan. Prosiding SNABM 1th 2022, 1(1), 279–288. Retrieved from http://snabm.unim.ac.id/index.php/prosiding-snabm/article/view/3