Pengaruh subjective norm, attitude, product price dan product quality terhadap repurchase intention pada produk Skintific

Wijaya, Yulisa Halim (2024) Pengaruh subjective norm, attitude, product price dan product quality terhadap repurchase intention pada produk Skintific. Masters thesis, Universitas Pelita Harapan.

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Abstract

Pertumbuhan industri perawatan kulit di Indonesia yang potensial menjadikan Indonesia sebagai pasar yang kompetitif sehingga memicu para produsen untuk berupaya dalam membuat pelanggan tidak jatuh kepada kompetitor lain. Mempertahankan konsumen saat ini merupakan pilihan yang paling murah dan mudah untuk dilakukan oleh pihak manajerial, karena pada industri yang kompetitif cukup sulit untuk memperoleh pelanggan baru. Penelitian ini bertujuan untuk menguji pengaruh dari norma subyektif, sikap, harga produk dan kualitas produk terhadap minat beli kembali. Penelitian dilakukan secara kuantitatif pada 262 pengguna produk Skintific dari para pekerja yang bekerja di Jabodetabek. Hasil penelitian menunjukkan bahwa norma subyektif, harga produk dan kualitas produk mampu secara signifikan dan positif mempengaruhi minat beli kembali, namun kualitas produk tidak mampu secara signifikan mempengaruhi minat beli kembali. / The potential growth of the skincare industry in Indonesia makes Indonesia a competitive market, triggering manufacturers to strive to prevent customers from falling to other competitors. Retaining existing customers is the cheapest and easiest option for managers to take, because in a competitive industry it is quite difficult to acquire new customers. This study aims to examine the influence of subjective norms, attitudes, product prices and product quality on repurchase intentions. The study was conducted quantitatively on 262 users of Skintific products from workers working in Jabodetabek. The results showed that subjective norms, product prices and product quality were able to significantly and positively influence repurchase intentions, but product quality was not able to significantly influence repurchase intentions.

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