Product Quality towards Brand Loyalty in the Cosmetic Industry

Abstract

This descriptive-correlational study aimed to examine the relationship between product quality dimensions and brand loyalty. There were 259 respondents in six cosmetic industries in Davao del Norte who were chosen through stratified sampling. This study used two adapted questionnaires. Mean, Pearson r and standard deviation were used as statistical tools. The study involved analyzing data from respondents who provided ratings on various dimensions of product quality and brand loyalty indicators. The results revealed that product quality dimensions such as environmental friendliness, conformance, aesthetic, perceived quality, performance, reliability, serviceability, and durability were rated very highly by the respondents. However, features received a slightly lower rating compared to other dimensions. In terms of brand loyalty, indicators including variety-seeking, involvement, and resistance to situational factors received high ratings, while perceived brand differences received a comparatively lower rating. The analysis also showed a weak positive correlation (R-value=0.232 & P-value= 0.000) between product quality dimensions and brand loyalty, with a rejection of the null hypothesis, indicating a significant relationship. Overall, these findings suggest the importance of considering both product quality and brand loyalty dimensions in marketing strategies to enhance consumer satisfaction and loyalty.