Analisis pengaruh customer expectation dan perceived quality terhadap customer loyalty melalui perceived value dan customer satisfaction pada pelanggan natasha skin care di Surabaya

Setiawati, Andriany (2015) Analisis pengaruh customer expectation dan perceived quality terhadap customer loyalty melalui perceived value dan customer satisfaction pada pelanggan natasha skin care di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Di era globalisasi saat ini, pertumbuhan bisnis dibidang kecantikan di Indonesia telah mengalami kemajuan pesat dan menjadikan produsen – produsen kecantikan mengambil peluang bisnis, salah satunya adalah Natasha Skin Care. Hal ini menimbulkan persaingan yang semakin ketat antara produsen kecantikan. Dalam menghadapi persaingan ini perlu mengetahui faktor- faktor yang mempengaruhi kepuasaan pelanggan, yang juga perlu diketahui seberapa besar ekspetasi pelanggan, persepsi kualitas dan persepsi nilai yang ada dibenak pelanggan dapat mempengaruhi loyalitas pelanggan Natasha Skin Care. Penelitian ini bertujuan untuk mempengaruhi pengaruh positif antara variabel ekspetasi pelanggan, persepsi kualitas, persepsi nilai dan kepuasaan pelanggan terhadap loyalitas pelanggan pada produk dan layanan Natasha Skin Care. Selain itu, penelitian ini juga bertujuan untuk mengetahui variabel ekspetasi pelanggan, persepsi kualitas dan persepsi nilai terhadap kepuasaan pelanggan pada produk dan layanan Natasha Skin Care. Sampel yang digunakan pada penelitian ini adalah pria maupun wanita yang melakukan pembelian dan penggunaan terhadap produk dan layanan dari Natasha Skin Care minimal dua kali dalam kurun waktu tiga bulan terakhir, dengan usia antara 18 tahun sampai 60 tahun masa dewasa ini serta memiliki member card. Sampel yang diambil menggunakan teknik purposive sampling. Teknik analisis data yang digunakan pada penelitian ini adalah Uji Regresi Linier. Hasil penelitian menunjukkan bahwa Persepsi nilai berpengaruh signifikan terhadap kepuasaan pelanggan secara langsung sebesar 0,844 dengan arah positif. Ekspetasi pelanggan berpengaruh signifikan terhadap persepsi nilai secara langsung sebesar 0,562 dengan arah positif. Persepsi kualitas berpengaruh signifikan terhadap loyalitas pelanggan secara langsung sebesar 0,270 dengan arah positif. Ekspetasi pelanggan berpengaruh signifikan terhadap loyalitas pelanggan secara langsung sebesar 0,261 dengan arah positif. Kepuasaan pelanggan berpengaruh signifikan terhadap loyalitas pelanggan secara langsung sebesar 0,228 dengan arah positif. Persepsi kualitas berpengaruh signifikan terhadap persepsi nilai secara langsung sebesar 0,227 dengan arah positif / In era of globalization, the growth of the field of personal care in Indonesia has boomed and manufactures of bussiness opportunities, one them a Natasha Skin Care. This has led to increasingly tight competition between personal care. In facing increasingly fierce competition it needs to know the factors that affect customer satisfaction, which also need to know how much customer expectation, perceived value and perceived quality that exists in the minds of consumers can affaect customer loyalty Natasha Skin Care product and service. This study aim to determine the positive influence between the variables of customer expectation, perceived value, perceived quality and customer satisfaction on customer loyalty to the product and service of Natasha Skin Care. In addition, this study also aimed to determine the effect of customer expectation variables, variables perceived value and variables perceived quality to the customer satisfaction on product and service of Natasha Skin Care. The sample used in this study were men and woman who make the purchase and used of the product and service of Natasha skin care at least twice within the last three months, with ages between 18 years to 60 years of age and have a member cards. Samples were taken using purposive sampling technique. The data analysis technique used in this study is Linear Regression Test. The results show that perceived value significantly influence the customer satisfaction of 0,844 with a direct positive direction. Customer expectation significantly influence the perceived value of 0,562 with a direct positive direction. Customer expectation significantly influence the customer loyalty of 0,2 61 with a direct positive direction. Perceived quality significantly influence the customer loyalty of 0,270 with a direct positive direction. customer satisfaction significantly influence the customer loyalty of 0,228 with a direct positive direction. Perceived quality significantly influence the perceived value of 0,227 with a direct positive direction

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