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This research article examines the influence of product quality and price on customer loyalty for Wardah BB Cream products in Padang City, emphasizing customer satisfaction as a mediator. The study highlights the growing cosmetic industry in Indonesia and the challenges faced by Wardah in maintaining market share amidst competition. It employs quantitative methods and Structural Equation Modeling to analyze the relationships between the variables, finding significant effects of product quality and price on

Author

hertinap9

Language

EN