Alvianita, Silvia (2021) PENGARUH KUALITAS PRODUK, PERSEPSI HARGA DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN (Studi pada Konsumen Wardah Exclusive Matte Lipcream di Kota Semarang). Undergraduate thesis, Universitas Stikubank.
![[thumbnail of HLM JUDUL]](/style/images/fileicons/application_pdf.png) |
PDF (HLM JUDUL)
Download (447kB) |
|
PDF (ABSTRAK)
Download (34kB) |
|
PDF (BAB 1)
Download (2MB) |
|
PDF (BAB 2)
Restricted to Repository staff only Download (2MB) |
|
PDF (BAB 3)
Restricted to Repository staff only Download (2MB) |
|
PDF (BAB 4)
Restricted to Repository staff only Download (2MB) |
|
PDF (BAB 5)
Restricted to Repository staff only Download (2MB) |
|
PDF (DAFTAR PUSTAKA)
Download (2MB) |
|
PDF (LAMPIRAN)
Restricted to Repository staff only Download (2MB) |
Abstract
Perilaku membeli dan menggunakan produk kecantikan sudah menjadi kebutuhan bagi wanita. Wardah menjadi produk kosmetik dalam negeri yang terkenal sebagai pelopor merek kosmetik Halal di Indonesia. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh kualitas produk, persepsi harga dan citra merek terhadap kepuasan konsumen. Objek penelitian ini adalah konsumen Wardah. Populasi penelitian adalah konsumen wanita Wardah Exclusive Matte Lipcream di Kota Semarang. Pengambilan sampel menggunakan teknik purposive sampling sebanyak 105 responden dengan kriteria konsumen wanita telah membeli dan menggunakan lebih dari satu kali. Teknik pengambilan data dilakukan dengan penyebaran kuesioner dengan pertanyaan disusun berdasarkan skala likert. Metode analisis data menggunakan regresi linier berganda dengan aplikasi SPSS versi 16 yang menunjukkan bahwa secara parsial kualitas produk, persepsi harga dan citra merek berpengaruh positif terhadap kepuasan konsumen. Penelitian ini memiliki nilai Adjusted R Square kurang dari 50% berarti variabel bebas yaitu kualitas produk, persepsi harga, dan citra merek dalam menjelaskan variasi variabel kepuasan konsumen terbatas. Rekomendasi penelitian adalah Wardah harus mempertahankan dan meningkatkan citra merek karena memiliki nilai koefisien regresi (beta) tertinggi dalam mempengaruhi kepuasan konsumen. The behavior of buying and using beauty products has become a necessity for women. Wardah is a domestic cosmetic product as a pioneer of Halal cosmetic brands in Indonesia. This study aims to examine and analyze the effect of product quality, price perception and brand image on consumer satisfaction. The object of this research is Wardah consumers. The research population is female consumers of Wardah Exclusive Matte Lipcream in Semarang City. Sampling using purposive sampling technique as many as 105 respondents with the criteria that female consumers have purchased and used it more than once. The data collection technique was carried out by distributing questionnaires with questions arranged on a Likert scale. The data analysis method uses multiple linear regression with SPSS version 16 application which shows that partially product quality, price perception and brand image have a positive effect on consumer satisfaction. This study has an Adjusted R Square value of less than 50% meaning that the independent variables are product quality, price perception, and brand image in explaining variation of consumer satisfaction variables are limited. Research recommendation is Wardah must maintain and improve brand image because it has the highest regression coefficient (beta) in influencing consumer satisfaction.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1873 NIM.17.05.51.0137 |
| Uncontrolled Keywords: | Kualitas Produk, Persepsi Harga, Citra Merek, Kepuasan Konsumen |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Farida Sri Endaryani |
| Date Deposited: | 04 Jan 2022 02:55 |
| Last Modified: | 04 Jan 2022 02:55 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/8306 |
Actions (login required)
 |
View Item |
