Peran Brand Image dan Inovasi Produk Pada Brand Loyalty Viva Kosmetik

This study aims to analyze the influence of Brand Image and Product Innovation on Brand Loyalty on Viva Cosmetics products, one of the oldest local cosmetic brands in Indonesia. In facing tight competition in the cosmetics industry, Viva is required to continue to improve its brand image and innovate in order to maintain consumer loyalty. This study uses a quantitative approach with a survey method to 100 female respondents aged 20-50 years who have used Viva Cosmetics products at least twice. The data analysis technique uses multiple linear regression. The results of the study show that Brand Image and Product Innovation have a positive and significant effect on Brand Loyalty. Among the two variables, Brand Image has a more dominant influence. The coefficient of determination (R²) value of 36.2% indicates that the variation in Viva Cosmetics brand loyalty can be explained by Brand Image and Product Innovation. The results of this study provide implications that companies must focus on strengthening brand image through digital strategies and packaging design and continue to innovate to remain relevant to market needs.