Optimizing the Use of Augmented Reality, Brand Image, and Brand Equity on Customer Loyalty for Maybelline Cosmetics on The Shopee Platform.

This study aims to find out how much the optimization of Augmented Reality, Brand Image, and Brand Equity affects Customer Loyalty on Maybelline Products on the Shopee Platform. The type of research used is a quantitative method with the population being all consumers who make purchases or use Maybelline products. The sampling technique of this study uses nonprobability sampling with the purposive sampling method and the number of respondents is 196 people. The data collection technique was carried out through the distribution of questionnaires measured by the Likert scale. The data analysis technique of this study uses multiple linear analysis with the help of Smart PLS 3.2.8 software. The results of this study prove that Augmented Reality optimization has no effect on customer loyalty of Maybelline New York products in Sidoarjo Regency, Brand Image and Brand Equity affect Customer Loyalty in Maybelline Products.