@thesis{thesis, author={Nurendah Wiwin}, title ={ANALISIS KEKUATAN CUSTOMER VALUE DAN BRAND AWARENESS DALAM MENINGKATKAN LOYALITAS KONSUMEN PADA RUMAH CANTIK IRNA SUKABUMI}, year={2019}, url={https://eprints.ummi.ac.id/1200/}, abstract={Rumah Cantik Irna is one of beauty clinics that provides various kinds of beauty care, skincare products and high-quality cosmetic products. The problem identified was consumer loyalty such as consumers resistance towards pull or attractiveness of competitors. The research was aimed at analyzing customer value and brand awareness in improving consumer loyalty at Rumah Cantik Irna Sukabumi by mean of desctiptive and associative research methods. The techniques of collecting data applied were observation, interview, questionnaire, documentation and literature review. The techniques of analyzing data applied were commenced from preparing data, tabulating data to testing phase by means of multiple correlation coefficient, determination coefficient, multiple linear regression, and simultaneous hypothesis test. The result of the research shows that customer value and brand awareness influence positively and significantly towards consumer loyalty which amounted to 27.1% and remaining 72.9% is influenced by other factors not explained in the research. For this reason, company shall improve its consumer value and brand awareness in order to elevate the loyalty of its consumers.} }