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Original Research

THE EFFECT OF SUSTAINABILITY MARKETING AND CUSTOMER VALUE ON CUSTOMER LOYALTY IN SKINCARE PRODUCTS

ELSA FERYANI 1, CHRISTINA EKAWATI 2, and HERMAWAN 3.

Vol 18, No 05 ( 2023 )   |  DOI: 10.17605/OSF.IO/HF5KR   |   Author Affiliation: Master of Management, Postgraduate Program, Sekolah Tinggi Ilmu Ekonomi Gici, Indonesia 1,2,3.   |   Licensing: CC 4.0   |   Pg no: 789-813   |   Published on: 17-05-2023

Abstract

Sustainable marketing is a marketing concept well-used by companies in the current era. This study aims to test whether there is an effect of sustainability marketing and customer value on customer loyalty. This study uses quantitative research methods. The population in this study were ELSthetic Clinic consumers who were still actively buying products at ELSthetic clinics, namely 579. The sample that became the data source were consumers who were active at ELSthetic clinics in the Depok-West Java area. Data were obtained from the field through direct surveys of visiting patients. Data collection techniques in this study through Questionnaires, interviews and observations. The results of this study indicate that the influence of the variables people, planet, profit, product, price, place and promotion simultaneously or simultaneously have a significant effect on loyalty by 75%, where the most decisive variables that influence are people and promotion.


Keywords

Sustainability Marketing, Customer Value, Customer Loyalty, Skincare Products