Analisis pengaruh service quality, product quality, dan salesperson competence terhadap repurchase intention melalui customer satisfaction dan trust of manufacturer pada produk kosmetik revlon di Surabaya

Cynthia, Clara (2017) Analisis pengaruh service quality, product quality, dan salesperson competence terhadap repurchase intention melalui customer satisfaction dan trust of manufacturer pada produk kosmetik revlon di Surabaya. Bachelor thesis, Universitas Pelita Harapan Surabaya.

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Abstract

Kosmetik tidak pernah lepas dari perempuan. Selain busana, kosmetik juga merupakan sebuah trend yang cukup diperhitungkan oleh para perempuan. Karena perkembangan kosmetik yang begitu pesat, maka begitu banyak pula merek kosmetik yang bermunculan baik merek dari dalam negeri maupun luar negeri. Namun, terdapat kosmetik yang sudah lama mendunia dan masih mampu bersaing hingga saat ini, yaitu Revlon. . Revlon merupakan perusahaan kosmetik dari Amerika Serikat yang sukses di mancanegara termasuk di Indonesia . Revlon merambah Indonesia sejak tahun 1960-an dan tercatat sebagai merek kosmetik asing yang pertama masuk ke Indonesia (revlonindonesia.co.id diunduh pada 1 Agustus 2017). Penelitian ini ditujukan untuk mengetahui pengaruh service quality, product quality, dan salesperson competence terhadap repurchase intention melalui customer satisfaction dan trust of manufacturer pada produk kosmetik Revlon di Surabaya. Sampel yang digunakan dalam penelitian ini adalah pelanggan Revlon yang berdomisili di Surabaya, wanita dengan rentan usia antara 18 sampai 60 tahun, telah membeli dan menggunakan produk kosmetik Revlon dalam kurun waktu 3 bulan terakhir, sejumlah 115 responden. Untuk pengolahan dan penganalisaan data dalam penelitian ini digunakan software SPSS versi 22.0. Hasil analisis menunjukkan bahwa Service Quality berpengaruh positif terhadap Customer Satisfaction, Product Quality berpengaruh positif terhadap Customer Satisfaction, Salesperson Competence berpengaruh positif terhadap Trust of Manufacturer, Customer Satisfaction berpengaruh positif terhadap Trust of Manufacturer, Customer Satisfaction berpengaruh positif terhadap Repurchase Intention, Trust of Manufacturer berpengaruh positif terhadap Repurchase Intention. Berdasarkan hasil penelitian, ditemukan bahwa Revlon harus lebih memperhatikan variabel Service Quality dan Product Quality untuk meningkatkan penjualannya dengan cara memastikan bahwa pelanggan mendapat pengalaman berbelanja yang menyenangkan hal ini bisa dilakukan dengan memberikan pelayanan yang semaksimal mungkin kepada pelanggan produk kosmetik Revlon misalnya dengan memberikan pelayanan kepada pelanggan dengan sigap dan tanggap. Selain itu untuk meningkatkan kualitas produk Revlon dengan mengeluarkan varian-varian make up yang baru dengan tema-tema yang unik, misalnya Christmas Edition / Cosmetics are identic with women. Besides fashion, cosmetics also become a trend that counts by women. Due to the rapid development of cosmetics, so many cosmetic brands that emerge both from domestic and abroad. However, there is cosmetic brand that has been worldwide and still survive until now, that is Revlon. Revlon is a successful cosmetics company from USA abroad including in Indonesia. Revlon has penetrated Indonesia since 1960s and listed as the first foreign cosmetics brand to enter Indonesia (revlonindonesia.co.id downloaded on August 1, 2017). This study aimed to determine the effect of service quality, product quality, and the salesperson competence to repurchase intention through customer satisfaction and trust of manufacturer in Revlon cosmetics products in Surabaya. The sample used in this study is Revlon customers domiciled in Surabaya, with vulnerable women aged between 18 to 60 years, has been buying and using Revlon cosmetic products within the last 3 months, a number of 115 respondents. For processing and analyzing the data in this research used SPSS software version 22.0. The analysis showed that the positive effect of Service Quality to Customer Satisfaction, Product Quality positive influence on Customer Satisfaction, Salesperson Competence positive influence on the Trust of Manufacturer, Customer Satisfaction positive effect on Trust of Manufacturer, Customer Satisfaction has positive influence on Repurchase Intention, Trust of Manufacturer influential positively to Repurchase Intention. Based on the results of the study found that Revlon should pay attention to the variables of Service Quality and Product Quality to increase sales by ensuring that the customer gets a pleasant experience for shopping this can be done by providing the best possible service to customers Revlon cosmetics products for example by providing services to customers quickly. In addition, by way of further improve product quality by issuing Revlon makeup variants corresponding to the season for example issuing Christmas Edition during Christmas

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