Persepsi konsumen terhadap kualitas produk atomy = Consumer perception of atomy product quality

Sari, Magdalena Nadila (2020) Persepsi konsumen terhadap kualitas produk atomy = Consumer perception of atomy product quality. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pangsa pasar skincare di Indonesia banyak di dominasi oleh brand asing salah satunya brand asal Korea Selatan. Brand asal Korea selatan kini menjual produknya secara resmi di indonesia salah satunya adalah brand Atomy. Persepsi tidak hanya penting dalam proses menerima informasi namun memiliki peranan terhadap pasar konsumsi produk yaitu ketika konsumen melakukan evaluasi apakah konsumen merasa puas atau sebaliknya, penilaian inipun tak lepas dari persepsi konsumen. Konsumen dapat menciptakan persepsi yang positif maupun negatif. Dari situ peneliti tertarik untuk meneliti lebih lanjut tentang persepsi konsumen terhadap kualitas produk Atomy. Penelitan ini bertujuan untuk mengetahui bagaimana persepsi konsumen terhadap kualitas produk Atomy. Penelitian ini menggunakan pendekatan kuantitatif dengan metode penelitian deskriptif. Penulis mengambil sampel sebanyak 102 responden dengan melakukan penyebaran kuesioner dengan menggunakan teknik penarikan sampel non probabilitas sampling kuota. Penyebaran kuesioner dilakukan kepada konsumen produk Atomy. Hasil penelitian menunjukkan bahwa persepsi konsumen terhadap kualitas produk Atomy berada pada kategori sangat baik dengan skor rata-rata untuk jawaban sangat setuju bahwa produk Atomy berkualitas sebanyak 64 orang dari total 102 responden dengan nilai rata-rata Tingkat Capaian Responden sebesar 89,6%. / Skincare market share in Indonesia is dominated by foreign brands, one of them is a brand from South Korea. South Korean brands now sell their products officially in Indonesia, one of which is the Atomy brand. Perception is not only important in the process of receiving information but has a role in the product consumption market, namely when consumers evaluate whether consumers are satisfied or vice versa, even this assessment can not be separated from consumer perceptions. Consumers can create positive and negative perceptions. From there, researchers are interested in researching more about consumers' perceptions of the quality of Atomy's products. This research aims to find out how consumers' perceptions of the quality of Atomy's products. This research uses a quantitative approach with descriptive research methods. The author took a sample of 102 respondents by distributing questionnaires using non-probability quota sampling techniques. Questionnaires were distributed to consumers of Atomy products. The results showed that consumers 'perceptions of the quality of Atomy's products were in the very good category with an average score for answers strongly agree that Atomy's products were quality as many as 64 people out of a total of 102 respondents with an average Respondents' Achievement Rate of 89.6%.

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