PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN PERSEPSI KUALITAS TERHADAP KEPUASAN KONSUMEN KOSMETIK LOKAL MEREK MAKE OVER DI KOTA BANDAR LAMPUNG
| Main Author: | KHAIRUNNISA NOVIANTARI , 1526061003 |
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| Format: | Masters NonPeerReviewed Book Report |
| Terbitan: |
, 2020
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| Subjects: | |
| Online Access: |
http://digilib.unila.ac.id/63681/1/ABSTRAK.pdf http://digilib.unila.ac.id/63681/2/TESIS%20FULL.pdf http://digilib.unila.ac.id/63681/3/TESIS%20TANPA%20BAB%20PEMBAHASAN.pdf http://digilib.unila.ac.id/63681/ |
Daftar Isi:
- Kondisi persaingan kosmetik Indonesia yang semakin ketat membuat pengusaha kosmetik lokal harus mampu bertahan, bahkan harus dapat terus berkembang. Salah satu hal penting yang perlu dilakukan dan diperhatikan adalah mempertahankan pelanggan yang telah ada dengan memperhatikan kepuasan konsumen. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh citra merek, persepsi harga, dan persepsi kualitas terhadap kepuasan konsumen kosmetik lokal merek Make Over baik secara parsial maupun simultan. Populasi dalam penelitian ini adalah semua konsumen Make Over yang melakukan pembelian selama bulan Januari-Februari 2020. Teknik sampling yang digunakan adalah teknik accidental sampling, dengan total responden sebanyak 80 responden. Metode analisis data yang digunakan adalah analisis regresi liniar berganda, analisis koefisien determinasi, uji parsial, dan uji simultan. Secara Parsial, hasil penelitian menunjukkan bahwa persepsi harga dan persepsi kualitas berpengaruh terhadap kepuasan konsumen, sedangkan untuk variabel citra merek tidak mempunyai pengaruh nyata dan signifikan terhadap kepuasan konsumen. Besarnya pengaruh variabel persepi harga terhadap kepuasan konsumen sebesar 13%, persepsi kualitas terhadap kepuasan konsumen sebesar 16,8%, dan citra merek terhadap kepuasan konsumen sebesar 5,9%. Secara simultan, hasil penelitian menunjukkan bahwa citra merek, persepsi harga, dan persepsi kualitas bersama-sama berpengaruh terhadap kepuasan konsumen. Besarnya pengaruh ketiga variabel independen secara bersama sama sebesar 21,9% Kata kunci: citra merek, persepsi harga, persepsi kualitas, kepuasan konsumen. The condition of Indonesian cosmetic competition which is getting tighter makes local cosmetic entrepreneurs have to be able to survive, even to be able to continue to grow. One of the important things that need to be done and considered is retaining existing customers by paying attention to customer satisfaction. The purpose of this study was to determine the effect of brand image, price perception, and quality perception on consumer satisfaction of the local cosmetics brand Make Over, either partially or simultaneously. The population in this study were all Make Over consumers who made purchases during January-February 2020. The sampling technique used was accidental sampling, with a total of 80 respondents. The data analysis method used is multiple linear regression analysis, analysis of the coefficient of determination, partial test, and simultaneous test. Partially, the results showed that price perception and quality perception had an effect on customer satisfaction, while the brand image variable had no real and significant effect on customer satisfaction. The magnitude of the influence of the price perception variable on customer satisfaction is 13%, the quality perception of customer satisfaction is 16.8%, and the brand image on customer satisfaction is 5.9%. Simultaneously, the results showed that brand image, price perception, and quality perception overall had an effect on consumer satisfaction. The amount of influence of the three independent variables overall is 21.9%. Keywords: brand image, price perception, quality perception, customer satisfaction.