Pengaruh Marketing Mix, Corporate Branding, dan Brand Awareness terhadap Brand Loyalty pada Klinik Kecantikan XYZ

Abstract

Industri klinik kecantikan di Indonesia telah mengalami pertumbuhan pesat dalam beberapa tahun terakhir, yang mendorong meningkatnya persaingan antar merek. Meskipun Klinik XYZ dikenal luas melalui layanan hair removal, klinik ini belum berhasil meraih posisi sebagai top brand dalam kategori perawatan wajah, sehingga diperlukan penguatan posisi merek di segmen tersebut. Penelitian ini bertujuan untuk menganalisis pengaruh Marketing Mix, Corporate Branding, dan Brand Awareness terhadap Brand Loyalty, dengan studi kasus pada Klinik XYZ. Penelitian dilakukan pada Mei – Juni 2025 menggunakan pendekatan kuantitatif eksplanatori dengan teknik survei daring terhadap 229 responden di wilayah Jabodetabek. Data dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan pendekatan Embedded Two- Stage (reflective–reflective). Dari tujuh dimensi Marketing Mix, hanya empat yang memenuhi kriteria validitas dan reliabilitas untuk dianalisis lebih lanjut, yaitu: product, price, promotion, dan people. Hasil penelitian menunjukkan bahwa Marketing Mix berpengaruh signifikan terhadap Brand Awareness, Corporate Branding, dan Brand Loyalty. Corporate Branding berpengaruh signifikan terhadap Brand Awareness, namun tidak langsung terhadap Brand Loyalty. Sementara itu, Brand Awareness berpengaruh signifikan terhadap Brand Loyalty dan memediasi sebagian hubungan antara Marketing Mix dan Brand Loyalty, serta sepenuhnya memediasi pengaruh Corporate Branding terhadap Brand Loyalty. Implikasi manajerial meliputi penguatan citra Klinik XYZ sebagai penyedia layanan perawatan wajah melalui diferensiasi produk, strategi promosi yang informatif dan konsisten, peningkatan profesionalisme staf, serta penerapan program loyalti berbasis insentif. Penelitian ini menyoroti pentingnya menyelaraskan persepsi kualitas layanan dengan strategi komunikasi merek untuk mempertahankan loyalitas pelanggan. Penelitian ini memiliki keterbatasan pada cakupan objek tunggal dan belum melibatkan variabel mediasi tambahan yang dapat menjelaskan mekanisme hubungan antara citra merek dan loyalitas pelanggan. Studi lanjutan disarankan untuk mengeksplorasi peran brand trust, emotional attachment, atau service experience sebagai mediasi tambahan, serta menggunakan pendekatan mixedmethod dan cakupan objek yang lebih luas guna meningkatkan generalisasi temuan.

The beauty clinic industry in Indonesia has experienced significant growth in recent years, intensifying competition among brands. Although Klinik XYZ is widely recognized for its hair removal services, the brand has yet to secure a top position in the facial skincare category, indicating the need to strengthen its market positioning in that segment. This study aims to examine the effects of the Marketing Mix, Corporate Branding, and Brand Awareness on Brand Loyalty, using Klinik XYZ as a case study. The research was conducted between May and June 2025 using a quantitative explanatory approach. Data were collected through an online questionnaire from 229 respondents in the Greater Jakarta area. The data analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM) with an Embedded Two- Stage reflective–reflective approach. Of the seven dimensions of the Marketing Mix, only four met the validity and reliability criteria for further analysis: product, price, promotion, and people. The findings show that the Marketing Mix significantly influences Brand Awareness, Corporate Branding, and Brand Loyalty. Corporate Branding has a significant effect on Brand Awareness but does not directly influence Brand Loyalty. Meanwhile, Brand Awareness significantly affects Brand Loyalty and partially mediates the relationship between the Marketing Mix and Brand Loyalty, while fully mediating the relationship between Corporate Branding and Brand Loyalty. Managerial implications include strengthening Klinik XYZ’s image as a facial skincare service provider through product differentiation, informative and consistent promotional strategies, enhanced staff professionalism, and the implementation of incentive-based loyalty programs. The study highlights the importance of aligning service quality perceptions with brand communication strategies to sustain customer loyalty. This research is limited to a single case study and does not include additional mediating variables that may explain the mechanism between brand image and customer loyalty. Future studies are recommended to explore the roles of brand trust, emotional attachment, or service experience as additional mediators, and to adopt mixed-method approaches with a broader scope to enhance the generalizability of the findings.