PENGARUH PERSEPSI KUALITAS PRODUK DAN HARGA SERTA KUALITAS LAYANAN TERHADAP NIAT PENGULANGAN TREATMENT DENGAN PRODUK HIJAU SEBAGAI VARIABEL MODERATOR

CHANDRA, BOBBY (2025) PENGARUH PERSEPSI KUALITAS PRODUK DAN HARGA SERTA KUALITAS LAYANAN TERHADAP NIAT PENGULANGAN TREATMENT DENGAN PRODUK HIJAU SEBAGAI VARIABEL MODERATOR. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of perceived product quality, price, and service quality on repeat treatment intention at beauty clinics in Jakarta, with green products as a moderating variable. The phenomenon of increasing awareness of health and environmental sustainability has given rise to a trend of using green products in various sectors, including the beauty industry. However, there is still a lack of comprehensive research examining how preferences for green products influence consumers' decisions to repeat treatments. The population of this study is consumers who have undergone treatment and have the intention to repeat treatment at beauty clinics in Jakarta. The research sample will be taken from five beauty clinics located in Jakarta. Respondent criteria include consumers who have undergone treatment at the clinic and are willing to participate in the study. Data will be collected through questionnaires, then analyzed using SEM-PLS. The results of the study indicate that perceived product quality, perceived price, and service quality have a significant positive effect on repeat treatment intention. Furthermore, green products were found to moderate the relationship between perceived product quality and repeat treatment intention with a significant negative direction, conversely, green products moderate the relationship between perceived price and service quality and repeat treatment intention with a significant positive direction. Keywords: product quality perception, price, service quality, repeat order intention, Green products Penelitian ini bertujuan untuk menganalisis pengaruh persepsi kualitas produk, harga, dan kualitas layanan terhadap niat pengulangan Treatment pada klinik kecantikan di Jakarta, dengan produk hijau sebagai variabel moderator. Fenomena peningkatan kesadaran akan kesehatan dan keberlanjutan lingkungan memunculkan tren penggunaan produk hijau di berbagai sektor, termasuk industri kecantikan. Meskipun demikian, masih belum banyak penelitian yang secara komprehensif mengkaji bagaimana preferensi terhadap produk hijau memengaruhi keputusan konsumen untuk kembali melakukan Treatment. Populasi penelitian ini adalah konsumen yang pernah melakukan Treatment dan memiliki niat untuk melakukan pengulangan Treatment di klinik kecantikan di Jakarta. Sampel penelitian akan diambil dari lima klinik kecantikan yang berlokasi di Jakarta. Kriteria responden meliputi konsumen yang telah melakukan Treatment di klinik tersebut dan bersedia berpartisipasi dalam penelitian. Data akan dikumpulkan melalui kuesioner, kemudian dianalisis menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa persepsi kualitas produk, persepsi harga, dan kualitas layanan berpengaruh positif signifikan terhadap niat pengulangan treatment. Lebih lanjut, produk hijau ditemukan memoderasi hubungan antara persepsi kualitas produk terhadap niat pengulangan treatment dengan arah negatif signifikan, sebaliknya, produk hijau memoderasi hubungan antara persepsi harga dan kualitas layanan terhadap niat pengulangan treatment dengan arah positif signifikan. Kata kunci: persepsi kualitas produk, harga, kualitas layanan, repeat order intention, produk hijau

Item Type:	Thesis (S2)
Call Number CD:	CD/551. 25 103
NIM/NIDN Creators:	55123120053
Uncontrolled Keywords:	persepsi kualitas produk, harga, kualitas layanan, repeat order intention, produk hijau
Subjects:	600 Technology/Teknologi > 620 Engineering and Applied Operations/Ilmu Teknik dan operasi Terapan > 628 Sanitary Engineering and Environmental Protection Engineering/Rekayasa Sanitasi dan Teknik Perlindungan Lingkungan, Teknik Lingkungan 600 Technology/Teknologi > 620 Engineering and Applied Operations/Ilmu Teknik dan operasi Terapan > 628 Sanitary Engineering and Environmental Protection Engineering/Rekayasa Sanitasi dan Teknik Perlindungan Lingkungan, Teknik Lingkungan > 628.5 Pollution Control and Industrial Sanitation Engineering/Pengawasan Polusi dan Teknik Sanitasi Industri 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 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	khalimah
Date Deposited:	22 Oct 2025 06:29
Last Modified:	22 Oct 2025 06:29
URI:	http://repository.mercubuana.ac.id/id/eprint/99618

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