Pengaruh store environment, product quality dan price fairness terhadap customer satisfaction dan pengaruh word-of-mouth dan trust terhadap repurchase intention toko kosmetik sephora

Anggraeni, Agita Tria (2024) Pengaruh store environment, product quality dan price fairness terhadap customer satisfaction dan pengaruh word-of-mouth dan trust terhadap repurchase intention toko kosmetik sephora. Masters thesis, Universitas Pelita Harapan.

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Abstract

Persaingan di industri kecantikan di Indonesia semakin ketat. seperti yang terlihat dari perbedaan kinerja antara Sephora.co.id dan Sociolla.com. Total kunjungan dan peringkat yang lebih tinggi dari Sociolla.com menunjukkan adanya kesenjangan kinerja yang signifikan. Penelitian ini bertujuan mengkaji pengaruh Store Environment, Product Quality, dan Price Fairness terhadap Customer Satisfaction, serta pengaruh Word-of-Mouth (WOM) dan Trust terhadap Repurchase Intention pada konsumen toko kosmetik Sephora. Penelitian menggunakan pendekatan deskriptif dengan metode kuantitatif, di mana data diperoleh melalui kuisioner yang disebarkan melalui Google Form dan dianalisis menggunakan SmartPLS. Hasil penelitian menunjukkan bahwa Store Environment, Product Quality, dan Price Fairness signifikan berpengaruh positif terhadap Customer Satisfaction, yang bersama Word-of-Mouth (WOM) dan Trust juga signifikan berpengaruh positif terhadap Repurchase Intention. Implikasi manajerial menekankan pentingnya meningkatkan kepuasan pelanggan, menciptakan Program Referral untuk meningkatkan WOM, melakukan evaluasi strategi penetapan harga, dan merancang toko dengan desain yang unik untuk menarik lebih banyak pengunjung. / Competition in the beauty industry in Indonesia is becoming increasingly intense, as evidenced by the performance disparity between Sephora.co.id and Sociolla.com. The higher total visits and rankings of Sociolla.com indicate a significant performance gap. This study aims to examine the impact of Store Environment, Product Quality, and Price Fairness on Customer Satisfaction, as well as the influence of Word-of-Mouth (WOM) and Trust on Repurchase Intention among Sephora cosmetic store customers. The research uses a descriptive approach with a quantitative method, where data is collected through questionnaires distributed via Google Forms and analyzed using SmartPLS. The results show that Store Environment, Product Quality, and Price Fairness have a significant positive impact on Customer Satisfaction, which, along with WOM and Trust, also significantly positively affects Repurchase Intention. Managerial implications highlight the importance of enhancing customer satisfaction, implementing a Referral Program to boost WOM, evaluating pricing strategies, and designing stores with unique designs to attract more visitors..

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