This study aims to analyze the influence of service quality and facilities on custumer loyalty at Ayu Salon Limboto. Primary data were collected through questionnaires using an accidental sampling multiple linear regressiom with the assistance of SPSS software. The result reveal that (1) service quality has a negative but not significant effect on customer loyalt, (2) facilities have a positive and significant effect on customer loyalty, and (3) service quality and facilities simultaneously have a positive and significant affect on customer loyalty. These findings indicate that improvements in facilities contribute more significantly to customer loyalty than enhancements in service quality. This study provides practical efforts to insrease customer loyalty.

This research seeks to examine the impact of brand image and brand ambassadors on the purchasing decisions of Wardah cosmetics consumers at Sashop Gorontalo. Data were gathered using questionnaires distributed to Wardah customers at Sashop Gorontalo. The independent variables in this study are brand image and brand ambassador, while the dependent variable is purchasing decision. The research population consists of 97 respondents selected through a purposive sampling method. Instrument testing involved assessments of validity and reliability. The data were analyzed using multiple linear regression with the assistance of SPSS 25 software. The results of the t-test reveal that brand image and brand ambassador each have a significant individual effect on purchasing decisions. Additionally, the F-test results demonstrate that both variables together significantly influence purchasing decisions