Digital Marketing, Relationship, and Customer Trust As Key of Brand Loyalty

A Case Study of Skintific in Tangerang

Authors

  • Nurdyanti Ramadhani Universitas Islam Syekh-Yusuf
  • Sugeng Lubar Prastowo Universitas Islam Syekh-Yusuf
  • Isrial Universitas Islam Syekh-Yusuf

DOI:

https://doi.org/10.56442/ijble.v6i2.1204

Keywords:

Digital Marketing; Relationship, Customer Trust; Brand Loyalty; Skintific

Abstract

This study examines the influence of digital marketing, relationship, and customer trust on Skintific brand loyalty in Tangerang City, amid intense competition in the beauty industry. Using a quantitative associative approach, data were collected from 223 Skintific customers selected through accidental sampling. A structured questionnaire was administered, and the data were analysed using SmartPLS 3.2.9, with tests including validity, reliability, model fit, R², and path coefficients. The results show that digital marketing positively and significantly increases brand loyalty by 36.7%, relationship contributes positively and significantly by 10.2%, and customer trust exerts the strongest positive and significant effect, increasing loyalty by 38.8%. These findings highlight the critical role of integrated digital engagement, sustained customer relationships, and trust-building in fostering brand loyalty in competitive markets.

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Published

2025-08-26

How to Cite

Ramadhani, N. ., Prastowo, S. L. ., & Isrial, I. (2025). Digital Marketing, Relationship, and Customer Trust As Key of Brand Loyalty: A Case Study of Skintific in Tangerang. International Journal of Business, Law, and Education, 6(2), 1166 - 1176. https://doi.org/10.56442/ijble.v6i2.1204