dc.contributor.advisor | Djamaludin, Moh. Djemdjem | |
dc.contributor.author | Fahira, Annisa | |
dc.date.accessioned | 2022-07-01T06:08:48Z | |
dc.date.available | 2022-07-01T06:08:48Z | |
dc.date.issued | 2022 | |
dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/112235 | |
dc.description.abstract | Peningkatan permintaan produk kosmetik pada masa pandemi Covid-19
mendorong perusahaan agar dapat meningkatkan kepercayaan dan kepuasan konsumen
sehingga konsumen tetap loyal terhadap satu merek produk, termasuk merek A sebagai
merek produk kosmetik lokal terkenal. Penelitian ini bertujuan untuk menganalisis
pengaruh kepercayaan merek dan kepuasan terhadap loyalitas konsumen produk kosmetik
lokal merek A pada generasi Z. Responden pada penelitian ini sebanyak 318 orang. Data
dikumpulkan melalui kuesioner online menggunakan Google Forms. Data yang diperoleh
diolah menggunakan Microsoft Excel 2010, SPSS versi 25, dan LISREL 8.80. Hasil uji
hubungan menunjukkan bahwa jenis kelamin, usia, pendidikan terakhir, dan pendapatan
perbulan berhubungan positif dan signifikan dengan kepercayaan merek. Usia,
pendapatan perbulan, frekuensi pembelian produk kosmetik lokal merek A, jenis produk
kosmetik lokal merek A yang pernah dibeli, dan lama penggunaan produk kosmetik lokal
merek A juga ditemukan berhubungan positif dan signifikan dengan loyalitas konsumen.
Hasil uji pengaruh menunjukkan kepercayaan merek berpengaruh positif dan signifikan
terhadap kepuasan konsumen dan loyalitas konsumen. Kepuasan konsumen juga
berpengaruh positif dan signifikan terhadap loyalitas konsumen. | id |
dc.description.abstract | The increasing demand for cosmetic products during the Covid-19 pandemic has
encouraged companies to increase consumer trust and satisfaction so that consumers
remain loyal to one product brand, including brand A as a well-known local cosmetic
product brand. This study aims to analyze the influence of brand trust and satisfaction
towards consumer loyalty of a local cosmetic products brand A in generation Z.
Respondents in this study were 318 people who were collected by voluntary sampling.
Data was collected through an online questionnaire by using Google Forms. The data
obtained were processed using Microsoft Excel 2010, SPSS version 25, and LISREL
8.80. The results of the relationship test showed that gender, age, latest education, and
monthly income were positively and significantly related to brand trust. Age, monthly
income, frequency of purchasing local cosmetic product brand A, types of local cosmetic
product brand A that have been purchased, and duration of use of local cosmetic product
brand A were also found to be positively and significantly related with consumer loyalty.
The results of the influence test showed that brand trust has a positive and significant
influence towards consumer satisfaction and consumer loyalty. Consumer satisfaction
also has a positive and significant influence towards consumer loyalty. | id |
dc.language.iso | id | id |
dc.publisher | IPB University | id |
dc.title | Pengaruh Kepercayaan Merek dan Kepuasan terhadap Loyalitas Konsumen Produk Kosmetik Lokal Merek A pada Generasi Z | id |
dc.title.alternative | The Influence of Brand Trust and Satisfaction towards Consumer Loyalty of a Local Cosmetic Products Brand A in Generation Z | id |
dc.type | Undergraduate Thesis | id |
dc.subject.keyword | brand trust | id |
dc.subject.keyword | consumer loyalty | id |
dc.subject.keyword | consumer satisfaction | id |
dc.subject.keyword | cosmetic products | id |
dc.subject.keyword | generation z | id |