PENGARUH EWOM, CITRA MEREK, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUASAN PELANGGAN SERTA IMPLIKASINYA TERHADAP MINAT BELI ULANG PRODUK SKINCARE LOKAL (Pada Azarine Cosmetic di Shopee)

NOVIANDARI, SANDRA ROSA (2024) PENGARUH EWOM, CITRA MEREK, KUALITAS PRODUK, DAN PERSEPSI HARGA TERHADAP KEPUASAN PELANGGAN SERTA IMPLIKASINYA TERHADAP MINAT BELI ULANG PRODUK SKINCARE LOKAL (Pada Azarine Cosmetic di Shopee). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

With the development of the beauty industry, especially in the realm of local products, companies need to maintain customer loyalty. This study aims to evaluate the relationship between EWOM, brand image, product quality, and price perception that influence repurchase intentions and their impact on customer satisfaction of the Azarine Cosmetic brand on the Shopee platform. Using a quantitative approach, this study involved 135 respondents in Jabodetabek who have used Azarine products and purchased them on Shopee at least once. The data analysis method used was Structure Equation Modeling-Partial Least Squares (SEM-PLS). The study results indicate that product quality and price perception have a significant impact on customer satisfaction and repurchase intention. Meanwhile, EWOM and brand image do not have a significant impact on customer satisfaction and repurchase intention. Customer satisfaction also significantly affects repurchase intention. Customer satisfaction partially mediates the relationship between product quality and repurchase intention, but does not mediate the relationship between EWOM, brand image, and price perception on repurchase intention. Keywords: EWOM, brand image, product quality, perceived price, customer satisfaction, repurchase intention, Azarine Cosmetic. Dengan berkembangnya industri kecantikan terutama dalam ranah produk lokal, perusahaan perlu mempertahankan kesetiaan pelangannya. Penelitian ini bertujuan untuk mengevaluasi hubungan antara EWOM, citra merek, kualitas produk, dan persepsi harga yang mempengaruhi niat pembelian kembali serta dampaknya terhadap kepuasan pelanggan merek Azarine Cosmetic di platform Shopee. Dengan pendekatan kuantitatif, penelitian ini melibatkan 135 responden di Jabodetabek yang telah menggunakan produk Azarine dan membelinya di Shopee minimal satu kali. Metode analisis data yang digunakan adalah Structure Equation ModelingPartial Least Squares (SEM-PLS). Hasil studi mengindikasikan bahwa kualitas produk dan persepsi harga memiliki dampak signifikan terhadap kepuasan pelanggan dan minat pembelian ulang. Sementara itu, EWOM dan citra merek tidak memiliki dampak signifikan terhadap kepuasan pelanggan dan minat pembelian ulang. Kepuasan pelanggan juga secara signifikan mempengaruhi minat pembelian ulang. Kepuasan pelanggan memediasi hubungan antara kualitas produk dan minat pembelian ulang secara parsial, namun tidak memediasi hubungan antara EWOM, citra merek, dan persepsi harga terhadap minat pembelian ulang. Kata Kunci: EWOM, citra merek, kualitas produk, persepsi harga, kepuasan pelanggan, minat beli ulang, Azarine Cosmetic.

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