Anteseden dari customer satisfaction dan dampaknya terhadap customer loyalty brand Skincare Somethinc

Noerindah, Putri Vika (2022) Anteseden dari customer satisfaction dan dampaknya terhadap customer loyalty brand Skincare Somethinc. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh positif brand awareness, price fairness, product quality, perceived value terhadap customer satisfaction dan dampaknya terhadap customer loyalty pada brand skincare Somethinc. Penelitian ini menggunakan metode deskriptif kuantitatif dengan target populasi seluruh pengguna produk brand skincare Somethinc di Indonesia pada generasi millennial dan generasi Z, dengan responden sebanyak 507. Data yang telah diperoleh diolah dan dianalisis dengan Partial Least Square-Structural Equation Modeling menggunakan Smart-PLS. Hasil dari penelitian ini meliputi adanya pengaruh positif brand awareness, product quality dan perceived value terhadap customer satisfaction, namun tidak ada pengaruh positif price fairness terhadap customer satisfaction. Ada pula pengaruh positif customer satisfaction terhadap customer loyalty terhadap brand skincare Somethinc. / This study aims to analyze the positive effect of brand awareness, price fairness, product quality, perceived valueto customer satisfaction and the impact to customer loyalty of skincare brand Somethinc. The research method used it descriptive quantitative method with millennials and gen z users of skincare brand Somethinc in Indonesia as population target, with 507 respondents. All data are used and analyzed using Partial Least Square-Structural Equation Modeling with Smart-PLS. Based on the research results, it is found that brand awareness, product quality and perceived value have positive effect on customer satisfaction, but there’s no positive effect from price fairness on customer satisfaction. Then, customer satisfaction has a positive effect on customer loyalty.

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