THE INFLUENCE OF BRAND AWARENESS, BRAND IMAGE, PERCEIVED QUALITY, AND INNOVATIVENESS ON CUSTOMER LOYALTY IN BANGKOK TOWARDS FACIAL SKINCARE PRODUCT

Abstract

This research aims to study and understand about factors that influence consumers to be loyal with facial skincare product in Thai market. To provide insight on customer loyalty towards facial skincare product, this study tries to identify the relationship between each factor including customer loyalty, brand awareness, brand image, perceived quality, and innovativeness. This research used the quantitative method to analyze the data of 158 potential respondents from the online survey questionnaire. The analysis from the study pointed out that brand image, perceived quality, and innovativeness has positive effect towards customer loyalty. Meanwhile, brand awareness does not have any effect towards customer loyalty. In addition, brand image is the most significant factors that drives customer loyalty towards facial skincare product. These results can be indicated and recommend that the better brand image, perceived quality, and innovativeness, the more possibility of customer loyalty towards facial skincare product.