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dc.contributor.advisorDjamaludin, Moh. Djemdjem
dc.contributor.authorFahira, Annisa
dc.date.accessioned2022-07-01T06:08:48Z
dc.date.available2022-07-01T06:08:48Z
dc.date.issued2022
dc.identifier.urihttp://repository.ipb.ac.id/handle/123456789/112235
dc.description.abstractPeningkatan 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.abstractThe 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.isoidid
dc.publisherIPB Universityid
dc.titlePengaruh Kepercayaan Merek dan Kepuasan terhadap Loyalitas Konsumen Produk Kosmetik Lokal Merek A pada Generasi Zid
dc.title.alternativeThe Influence of Brand Trust and Satisfaction towards Consumer Loyalty of a Local Cosmetic Products Brand A in Generation Zid
dc.typeUndergraduate Thesisid
dc.subject.keywordbrand trustid
dc.subject.keywordconsumer loyaltyid
dc.subject.keywordconsumer satisfactionid
dc.subject.keywordcosmetic productsid
dc.subject.keywordgeneration zid


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