SALSABILA, DHIA AULIA (2026) PENGARUH OVERCLAIM PRODUK TERHADAP BRAND IMAGE SKINCARE “AZARINE” (Survei Pada Remaja Di Tangerang Selatan). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh overclaim produk terhadap brand image skincare Azarine pada remaja di Tangerang Selatan serta mengukur besarnya kontribusi variabel overclaim produk dalam menjelaskan variasi brand image. Overclaim produk didefinisikan sebagai persepsi konsumen terhadap klaim manfaat, kualitas, dan keunggulan produk yang disampaikan melalui komunikasi pemasaran, sedangkan brand image dipahami sebagai persepsi dan asosiasi konsumen terhadap merek yang mencakup dimensi favorability, strength, dan uniqueness. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Sampel penelitian berjumlah 204 responden yang merupakan remaja pengguna skincare Azarine di Tangerang Selatan, yang ditentukan menggunakan teknik nonprobability sampling dengan metode purposive sampling. Pengumpulan data dilakukan melalui kuesioner terstruktur dengan skala Likert, kemudian dianalisis menggunakan analisis regresi linier sederhana dengan bantuan program SPSS versi 27, yang didukung oleh uji validitas, reliabilitas, uji normalitas, uji korelasi Pearson, uji t, dan koefisien determinasi (R²). Hasil analisis deskriptif menunjukkan bahwa variabel overclaim produk memiliki nilai mean sebesar 3,95 yang berada pada kategori positif, sedangkan brand image memiliki nilai mean sebesar 3,98 yang berada pada kategori positif dan kuat. Hasil uji regresi menunjukkan bahwa overclaim produk berpengaruh positif dan signifikan terhadap brand image skincare Azarine dengan persamaan regresi Y = 15,065 + 0,567X, nilai t hitung sebesar 31,080, dan tingkat signifikansi 0,000 (< 0,05). Nilai koefisien korelasi sebesar 0,909 menunjukkan hubungan yang sangat kuat antara kedua variabel, sementara nilai koefisien determinasi (R²) sebesar 0,827 menunjukkan bahwa 82,7% variasi brand image dapat dijelaskan oleh overclaim produk, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian. Hasil penelitian ini menginterpretasikan bahwa persepsi klaim produk yang dinilai realistis dan sesuai dengan pengalaman konsumen mampu memperkuat brand image Azarine di kalangan remaja. This study aims to examine the effect of product overclaim on the brand image of Azarine skincare among adolescents in South Tangerang and to measure the extent to which product overclaim contributes to explaining variations in brand image. Product overclaim is defined as consumers’ perceptions of claims regarding product benefits, quality, and superiority communicated through marketing activities, while brand image refers to consumers’ perceptions and brand associations encompassing the dimensions of favorability, strength, and uniqueness. This research employed a quantitative approach using a survey method. The research sample consisted of 204 respondents who were adolescents residing in South Tangerang and had experience using Azarine skincare products. The sample was selected using a non-probability sampling technique with purposive sampling. Data were collected through a structured questionnaire using a Likert scale and analyzed using simple linear regression analysis with the assistance of SPSS version 27, supported by validity tests, reliability tests, normality tests, Pearson correlation analysis, t-tests, and the coefficient of determination (R²). The descriptive analysis results show that the product overclaim variable obtained a mean value of 3.95, which falls into the positive category, indicating that Azarine’s product claims are perceived as relatively realistic and acceptable by adolescent consumers. Meanwhile, the brand image variable achieved a mean value of 3.98, categorized as positive and strong, reflecting a favorable brand image among respondents. The regression analysis results indicate that product overclaim has a positive and significant effect on Azarine’s brand image, as shown by the regression equation Y = 15.065 + 0.567X, a t-value of 31.080, and a significance level of 0.000 (< 0.05). Furthermore, the Pearson correlation coefficient of 0.909 indicates a very strong positive relationship between product overclaim and brand image, while the coefficient of determination (R²) of 0.827 indicates that 82.7% of the variation in brand image can be explained by product overclaim, with the remaining 17.3% influenced by other factors outside the research model. These findings indicate that product claims perceived as realistic and consistent with consumers’ experiences play an important role in strengthening Azarine’s brand image among adolescents.
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