Pengaruh Promosi, Desain Produk Terhadap Loyalitas Pelanggan Pada Dils_Beautystudio Di Kota Palu Dengan Keputusan Pembelian Sebagai Variabel Mediasi

The growth of the beauty industry, particularly nail art services, has
increased competition among beauty service providers, requiring
businesses to implement effective promotional strategies and attractive
product designs to maintain customer loyalty. This study aims to analyze
the effect of promotion and product design on customer loyalty at Dils
Beautystudio in Palu, with purchase decision as a mediating variable. This
research employed a quantitative approach using a survey method. The
sample consisted of 100 Dils Beautystudio customers selected using
purposive sampling. Data were collected through a questionnaire using a
five-point Likert scale and analyzed using Structural Equation Modeling–
Partial Least Squares (SEM-PLS). The results indicate that promotion has
a positive and significant effect on purchase decisions and customer
loyalty. Product design also has a positive and significant effect on
purchase decisions and customer loyalty. Furthermore, purchase
decisions have a positive and significant effect on customer loyalty and
mediate the relationship between promotion and product design with
customer loyalty. The coefficient of determination (R²) indicates that
promotion and product design explain 72.0% of the variance in purchase
decisions, while promotion, product design, and purchase decisions
explain 60.0% of the variance in customer loyalty. These findings indicate
that effective promotional strategies and attractive, innovative nail art
designs can encourage purchase decisions and strengthen customer
loyalty at Dils Beauty Studio in Palu.