The Influence of Service Quality, Product Quality, and Brand Trust Towards Repurchase Intention of Emina in Medan = Pengaruh Kualitas Pelayanan, Kualitas Produk, dan Kepercayaan Merek Terhadap Niat Beli Ulang Emina di Medan

Rahardjo, Jeanette Audrey (2023) The Influence of Service Quality, Product Quality, and Brand Trust Towards Repurchase Intention of Emina in Medan = Pengaruh Kualitas Pelayanan, Kualitas Produk, dan Kepercayaan Merek Terhadap Niat Beli Ulang Emina di Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The objective of this research is to examine the complex connections between service quality, product quality, and brand trust in influencing the likelihood of repeat purchases among consumers of Emina, a cosmetic brand, specifically in the Medan area. Based on an extensive examination of pertinent scholarly sources, the study adopts a quantitative research methodology, employing structured surveys as a means of collecting data from a representative sample of individuals who use Emina’s products in the city of Medan. These findings offer significant insights for practitioners who are interested in improving repurchase intention. The findings emphasize the importance of service quality, product quality, and brand trust as key factors that affects repurchase intentions. This study also provides insights into the specific dimensions within each component that may or may not influence the repurchase intention of Emina in Medan, in which service quality does not have a significant impact on repurchase intention, however product quality turns out to have influence towards. The primary objective of this research is to provide valuable insights for strategic marketing initiatives, with the goal of repurchase intention and facilitating sustainable business expansion for Emina in Medan. The F-test result demonstrates that Service Quality, Product Quality and Brand Trust have a simultaneous influence on the Repurchase Intention of Emina in Medan. The t-test result also reveals that the Service Quality does not have any partial influence on the Repurchase Intention of Emina in Medan, however, the Product Quality and Brand Trust does have partial influence on the Repurchase Intention of Emina in Medan. This research shows that Product Quality and Brand Trust has a greater impact towards the Repurchase Intention than the Service Quality towards the Repurchase Intention. / Tujuan dari penelitian ini adalah untuk menguji hubungan yang kompleks antara kualitas layanan, kualitas produk, dan kepercayaan merek dalam mempengaruhi kemungkinan pembelian ulang di antara konsumen Emina, sebuah merek kosmetik, khususnya di wilayah Medan. Berdasarkan telaah ekstensif terhadap sumber-sumber ilmiah yang relevan, penelitian ini mengadopsi metodologi penelitian kuantitatif, dengan menggunakan survei terstruktur sebagai alat untuk mengumpulkan data dari sampel representatif individu yang menggunakan produk Emina di kota Medan. Temuan ini menawarkan wawasan yang signifikan bagi para praktisi yang tertarik untuk meningkatkan niat beli ulang. Temuan ini menekankan pentingnya kualitas layanan, kualitas produk, dan kepercayaan merek sebagai faktor kunci yang mempengaruhi niat beli ulang. Penelitian ini juga memberikan wawasan tentang dimensi spesifik dalam setiap komponen yang mungkin atau mungkin tidak mempengaruhi niat beli ulang Emina di Medan, di mana kualitas layanan tidak memiliki dampak yang signifikan terhadap niat beli ulang, namun kualitas produk ternyata memiliki pengaruh terhadap niat beli ulang. Tujuan utama dari penelitian ini adalah untuk memberikan wawasan yang berharga untuk inisiatif pemasaran strategis, dengan tujuan niat beli ulang dan memfasilitasi ekspansi bisnis yang berkelanjutan untuk Emina di Medan. Hasil uji F menunjukkan bahwa Kualitas Layanan, Kualitas Produk dan Kepercayaan Merek memiliki pengaruh secara simultan terhadap Niat Pembelian Ulang Emina di Medan. Hasil uji-t juga menunjukkan bahwa Kualitas Pelayanan tidak memiliki pengaruh secara parsial terhadap Niat Beli Ulang Emina di Medan, namun Kualitas Produk dan Kepercayaan Merek memiliki pengaruh secara parsial terhadap Niat Beli Ulang Emina di Medan. Penelitian ini menunjukkan bahwa Kualitas Produk dan Kepercayaan Merek memiliki pengaruh yang lebih besar terhadap Niat Beli Ulang dibandingkan dengan Kualitas Layanan terhadap Niat Beli Ulang.

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