This study invesigates the effect of product quality, and perceived value on customer loyalty at ISSKIN Aesthetic Clinic using quantitative methods and SEM-PLS with 100 respondents. The results show that only perceived value has a positive and significant effect on customer loyalty, while product quality, price, and service quality do not show significat impacts. These findings suggest that customer value the overall perceived value benefit more than individual service attributes. The study utilized valiadity, reliability, and discriminant validity tests, with an adjusted R2 of 0.725 indicating strong model explanatory power. The managerial implication emphasizes enchancing perceived value to retain loyal customer in competetive aesthetic markets like Banjarnegara. Future research could explore mediation variables such as customer satisfaction on trust.
Zahrani et al. (Mon,) studied this question.