Penelitian ini bertujuan untuk menganalisis faktor-faktor yang berkontribusi terhadap loyalitas konsumen dalam keputusan pembelian produk dan atau jasa Jakarta L rsquo;beauty Skin Beauty Care tahun 2012. Desain penelitian cross sectional, dengan sampel sejumlah 100 reponden yang diambil secara probability sampling khususnya systematic sampling.Hasil penelitian membuktikan adanya kontribusi faktor internal kepuasan dan faktor eksternal strategi pemasaran dan karakteristik produk. Strategi pemasaran memiliki kekuatan kontribusi paling besar terhadap loyalitas. Implikasi, keterbatasan, dan kontribusi penelitian ini dibahas dan penelitian masa depan juga disarankan.

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This study analyzes the contribution factors of customer loyalty in purchasing decisions. The probability sampling method was used to collect the primary data. A total of 100 customers with effective questionnaires were collected from Jakarta L rsquo Beauty Skin Beauty Care. Regression analysis was adopted to test hypotheses.The results demonstrate the contribution of internal factors satisfaction and external factors marketing strategy and product characteristics for customer loyalty. The marketing strategy has the most contribution for customer loyalty. Implications, limitations, and contributions of this study are discussed and future research are also suggested.