Brand Loyalty in Cosmetic Products Among Women Perception: Brand “Wardah”

Abstract

Companies always try to find another way to make their customer stay loyal to them. We all know that the goal of every company is to get profit, but the important thing that they should make attention is the market, the consumer. Loyal consumer is more profitable than acquiring a new one. Customers who are loyal towards a brand are fewer prices sensitive and willing to pay a higher price for a specific brand compared to other alternatives, since customers may perceive a unique value in the brand. Cosmetic products have become a good market in entire the world, everywhere you go you will never see a country where cosmetic products do not have his place in the market. To be a good competitor in the market, cosmetic industries must build a strong brand loyalty because of the presence of well-known product in domestic and international quality brand. The purpose of this study is to describe the perception of brand cosmetic by women behavior in Klojen District Malang, Indonesia. This study use qualitative research method, where the data was collected by interview, observation, and documentations towards a group of young women. The finding of the research indicates that consumers are loyal with the brand of the product that they are choosing. The result also disclose that there are different behavior which consumer has when they purchase cosmetic product, these are compatibility, price.