IFANI, NURAINI GIRI (2024) PENGARUH KUALITAS PRODUK, CITRA MEREK DAN PROMOSI TERHADAP LOYALITAS PELANGGAN LIPSTIK WARDAH PADA KARYAWAN DI WILAYAH JAKARTA SELATAN. S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, citra merek, dan promosi terhadap loyalitas pelanggan lipstik Wardah. Kosmetik Wardah telah menjadi salah satu merek terkemuka di industri kecantikan di Indonesia, dan pemahaman yang lebih dalam mengenai faktor-faktor yang memengaruhi loyalitas pelanggan dapat membantu perusahaan dalam merumuskan strategi pemasaran yang efektif. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Sampel penelitian ini adalah 135 responden yang merupakan pengguna lipstik Wardah di Jakarta Selatan. Metode Analisa data yang digunakan adalah statistik dalam bentuk SEM-PLS. Hasil analisis menunjukkan bahwa kualitas produk, citra merek, dan promosi memiliki pengaruh yang signifikan terhadap loyalitas pelanggan kosmetik Wardah. Kualitas produk yang baik memberikan kepuasan kepada pelanggan, meningkatkan persepsi positif terhadap merek, dan akhirnya mempengaruhi loyalitas pelanggan. Citra merek yang kuat juga memberikan dorongan kepada pelanggan untuk tetap setia pada merek Wardah. Promosi yang efektif dapat meningkatkan kesadaran, minat, dan pembelian produk Wardah, yang pada gilirannya mempengaruhi tingkat loyalitas pelanggan. This study aims to analyze the influence of product quality, brand image, and promotion on customer loyalty for Wardah lipstick. Wardah cosmetics have become one of the leading brands in the beauty industry in Indonesia, and a deeper understanding of the factors affecting customer loyalty can help the company formulate effective marketing strategies. This research uses a quantitative approach with a survey method. The sample of this study consists of 135 respondents who are Wardah lipstick users in South Jakarta. The data analysis method employed is statistics in the form of SEM-PLS. The analysis results show that product quality, brand image, and promotion have a significant impact on customer loyalty to Wardah cosmetics. Good product quality provides customer satisfaction, enhances positive brand perception, and ultimately influences customer loyalty. A strong brand image also encourages customers to remain loyal to the Wardah brand. Effective promotion can increase awareness, interest, and purchases of Wardah products, which in turn affects the level of customer loyalty.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43119110055 |
| Uncontrolled Keywords: | Citra Merek, Kualitas Produk, Lipstik, Loyalitas Pelanggan, Promosi. Brand Image, Product Quality, Lipstick, Customer Loyalty, Promotion. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | NAYLA AURA RAYANI |
| Date Deposited: | 05 Oct 2024 06:06 |
| Last Modified: | 05 Oct 2024 06:06 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/92224 |
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