The Influence of Product Quality and Electronic Word of Mouth on Customer Loyalty in Skincare Products at Sociolla Cirebon

Ristalia Indy; Pebi Yanti Nobu Aq; Yusuf Yusuf; Rahmadi Rahmadi

doi:10.46336/ijbesd.v6i2.908

The Influence of Product Quality and Electronic Word of Mouth on Customer Loyalty in Skincare Products at Sociolla Cirebon

Ristalia Indy, Pebi Yanti Nobu Aq, Yusuf Yusuf, Rahmadi Rahmadi

Abstract

The skincare industry is undergoing a swift transformation, driven by advancements in active ingredients and technology, resulting in fierce competition as new brands emerge. In this digital landscape, product quality and Electronic Word of Mouth (e-WOM) serve as pivotal forces in cultivating customer loyalty. This study seeks to investigate the influence of these two factors on customer loyalty in skincare products available at Sociolla Cirebon. Employing a quantitative research method with an associative approach, the study surveyed 150 respondents selected through purposive sampling. Data collection was conducted via a structured questionnaire encompassing three principal dimensions: product quality, e-WOM, and customer loyalty. A series of statistical analyses were performed, including validity and reliability assessments, multicollinearity and heteroscedasticity tests, multiple linear regression analysis, partial significance testing (T-test), simultaneous significance testing (F-test), and the coefficient of determination (R²) test. The findings reveal that both product quality and e-WOM exert a significant and positive effect on customer loyalty, with an R² value of 0.943, indicating that these variables account for 94.3% of customer loyalty, while the remaining 5.7% is influenced by other factors. These results underscore the necessity of integrating superior product quality with a well-managed e-WOM strategy to fortify customer allegiance in an increasingly competitive market. Consequently, businesses should continuously enhance product quality and strategically utilize e-WOM to sustain and improve customer retention.

Keywords

Product Quality, E-Word of Mouth, Customer Loyalty, Sociolla

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DOI: https://doi.org/10.46336/ijbesd.v6i2.908