Kunci loyalitas pelanggan Skincare Emina: Kepuasan atau profitabilitas pelanggan?

This study aims to analyze the influence of satisfaction and profitability on consumer loyalty to Emina skincare products. Data was collected by distributing questionnaires to Emina Skincare consumers in Surabaya who had used the product at least twice. A total of 107 consumers who met the criteria were collected as respondents. The sampling technique used was purposive sampling. SEM-PLS was used to analyze the relationship between variables. The study's results indicate that customer satisfaction directly, positively, and significantly affects customer loyalty and profitability, strengthening the relationship between satisfaction and customer loyalty toward Emina Skincare.Additionally, consumer profitability also demonstrated a significant impact on consumer loyalty. The beauty industry in Indonesia, particularly in Surabaya, continues to grow, making the findings of this study highly significant for beauty product companies. Companies can enhance customer loyalty by developing product advantages and customer service, increasing customer satisfaction and profitability, thereby strengthening loyalty toward Emina Skincare products.