Sari, Anindita Musthika (2025) PERAN VARIABLE MEDIASI CONGNITIVE DAN AFFECTIVE ATTITUTE TERHADAP MINAT PEMBELIAN KEMBALI PRODUK PERAWATAN WAJAH. S2 thesis, Universitas Mercu Buana-Menteng.
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Abstract
The Indonesian cosmetics industry has experienced significant growth, particularly in the anti-aging skincare segment, which holds 36% of the market share. Despite this, Pond’s Age Miracle, a leading anti-aging product, has seen a decline in market share from 2019 to 2022. This study examines the factors influencing consumer repurchase intention, focusing on cognitive-affective attitude as a mediating variable. This study uses a quantitative approach with Structural Equation Modeling (SEM) and includes 350 female respondents aged 25-50 years who have purchased Pond’s Age Miracle at least three times. Data were collected through an online survey and analyzed using SmartPLS 4.0. The results indicate that perceived price, cognitive attitude, and affective attitude significantly influence repurchase intention, while social media reviews, brand image, and word of mouth do not have a direct effect. However, cognitive and affective attitudes fully mediate the effects of social media reviews, brand image, and word of mouth, indirectly influencing repurchase intention. These findings highlight the importance of consumer perception, emotional connection, and cognitive evaluation in purchase decisions. This research provides insights for marketers to refine pricing strategies, enhance emotional branding, and utilize consumer psychology in the competitive anti-aging skincare industry. Future research should explore longitudinal studies. Industri kosmetik di Indonesia mengalami pertumbuhan yang pesat, terutama dalam segmen perawatan kulit anti-aging, yang menguasai 36% pangsa pasar. Meskipun demikian, Pond’s Age Miracle, sebagai salah satu produk anti- aging terkemuka, mengalami penurunan pangsa pasar dari tahun 2019 hingga 2022. Penelitian ini mengkaji faktor-faktor yang mempengaruhi minat beli ulang konsumen, dengan fokus pada cognitive-affective attitude sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan Structural Equation Modeling (SEM) dan melibatkan 350 responden perempuan berusia 25-50 tahun yang telah membeli Pond’s Age Miracle setidaknya tiga kali. Data dikumpulkan melalui survei online dan dianalisis menggunakan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa perceived price, cognitive attitude, dan affective attitude memiliki pengaruh signifikan terhadap minat beli ulang, sedangkan social media review, brand image, dan word of mouth tidak memiliki pengaruh langsung. Namun, cognitive dan affective attitude berperan sebagai mediator penuh terhadap pengaruh social media review, brand image, dan word of mouth, sehingga secara tidak langsung mempengaruhi minat beli ulang. Temuan ini menyoroti pentingnya persepsi konsumen, keterikatan emosional, dan evaluasi kognitif dalam keputusan pembelian. Penelitian ini memberikan wawasan bagi pemasar untuk menyempurnakan strategi harga, meningkatkan branding emosional, dan memanfaatkan psikologi konsumen dalam industri perawatan kulit anti-aging yang kompetitif. Studi mendatang dapat mengeksplorasi penelitian longitudinal.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55121110104 |
| Uncontrolled Keywords: | Perceived Price, Social Media Review, Brand Image, Word of Mouth, Repurchase Intention, Cognitive-Affective Attitude Niat Pembelian Ulang, Persepsi Harga, Ulasan Media Sosial, Citra Merek, Word of Mouth, Cognitive-Affective Attitude. |
| 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: | Pascasarjana > Magister Manajemen |
| Depositing User: | RAUL ANDIKA KURNIAWAN |
| Date Deposited: | 20 Mar 2025 03:10 |
| Last Modified: | 20 Mar 2025 03:10 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/95004 |
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