Apriatna, Adelia (2025) PENGARUH KUALITAS, CITRA MEREK DAN HARGA PRODUK TERHADAP KEPUASAN KONSUMEN PADA KOSMETIK HANASUI. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Tujuan dalam penelitian ini adalah untuk menganalisis pengaruh kualitas, citra merek dan harga produk terhadap kepuasan konsumen pada kosmetik Hanasui. Desain penelitian yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan pendekatan deskriptif dan kausal. Populasi penelitian ini adalah seluruh konsumen yang membeli dan menggunakan produk kosmetik Hanasui di Depok. Sampel yang diambil berjumlah 170 konsumen. Teknik pengumpulan data menggunakan kuisioner. Teknik analisis data menggunakan SEM PLS dengan Smartpls versi 4. Penelitian ini membuktikan bahwa kualitas produk, citra merek dan harga berpengaruh positif dan signifikan terhadap kepuasan konsumen. Perusahaan harus menempatkan kualitas sebagai prioritas utama dalam setiap tahap pengembangan produk. Perusahaan perlu membangun kepercayaan dan persepsi positif yang melekat di benak konsumen agar tetap relevan dan diingat, terutama di tengah banyaknya pilihan produk kosmetik di pasar. Konsumen akan merasa puas jika harga yang dibayarkan sebanding atau lebih rendah dari manfaat dan kualitas yang diterima. The purpose of this study is to analyze the effect of product quality, brand image, and price on consumer satisfaction with Hanasui cosmetics. The research design employed in this study is quantitative with descriptive and causal approaches. The population consists of all consumers who purchase and use Hanasui cosmetic products in Depok. The sample comprised 170 consumers selected through purposive sampling. Data were collected using a questionnaire, and the data analysis technique employed was SEM-PLS with SmartPLS version 4. The findings indicate that product quality, brand image, and price have a positive and significant effect on consumer satisfaction. Companies should place quality as a top priority in every stage of product development. Furthermore, companies need to build trust and positive perceptions in the minds of consumers to remain relevant and memorable, especially amid the increasing number of cosmetic product choices in the market. Consumers will feel satisfied if the price paid is comparable to or lower than the benefits and quality received.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 43119120134 |
| Uncontrolled Keywords: | citra merek, harga, kepuasan konsumen, kosmetik, kualitas produk brand image, price, consumer satisfaction, cosmetics, product quality |
| 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 > 658.6 Quality Management/Manajemen Kualitas |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ZAIRA ELVISIA |
| Date Deposited: | 06 Oct 2025 06:37 |
| Last Modified: | 06 Oct 2025 06:37 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/98823 |
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