dc.contributor.advisor | Nurhalim, Asep | |
dc.contributor.advisor | Mahanani, Yekti | |
dc.contributor.author | Zhulkarnain, Nur Azhizhah | |
dc.date.accessioned | 2024-08-06T03:48:54Z | |
dc.date.available | 2024-08-06T03:48:54Z | |
dc.date.issued | 2024 | |
dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/155785 | |
dc.description.abstract | Pendapatan skincare di Indonesia tertinggi pada tahun 2022 sebesar US$ 2,05 miliar. Masyarakat lebih memilih menggunakan produk lokal. Hal tersebut juga didukung dengan penduduk Indonesia yang didominasi generasi Z dan target utama pemasaran untuk menciptakan loyalitas konsumen. Produk skincare yang populer di kalangan masyarakat saat ini adalah Wardah. Penelitian ini bertujuan menganalisis determinan yang memengaruhi loyalitas konsumen generasi Z pada skincare Wardah di Jabodetabek dengan mengambil sampel sebanyak 135 responden. Pengambilan sampel penelitian ini menggunakan metode non probability sampling dengan teknik purposive sampling dan dianalisis dengan Structural Equation Model-Partial Least Square. Hasil penelitian menunjukkan bahwa yang berpengaruh signifikan dan positif memengaruhi loyalitas konsumen adalah brand trust dan perceived value. | |
dc.description.abstract | The skincare revenue in Indonesia in 2022 has the highest peak in US$ 2.05 billion. Most of skincare consumer prefer to use local products. This is also supported by the population of Indonesia which has dominated by Generation Z and the main target of marketing to create consumer loyalty. There is a brand which popular and has the biggest market is Wardah. This study aims to analyze the determinants that affect the loyalty of Generation Z consumers to Wardah skincare in Jabodetabek by taking a sample of 135 respondents. The sampling of this study uses a non-probability sampling method with a purposive sampling technique, and it is analyzed using the Structural Equation Model-Partial Least Square. The study's results shows that brand trust and perceived value significantly and positively influence consumer loyalty. | |
dc.description.sponsorship | | |
dc.language.iso | id | |
dc.publisher | IPB University | id |
dc.title | Determinan yang Memengaruhi Loyalitas Konsumen Generasi Z pada Skincare Wardah | id |
dc.title.alternative | Determinants that Affect Consumer Loyalty of Generation Z towards Wardah Skincare | |
dc.type | Skripsi | |
dc.subject.keyword | Skincare | id |
dc.subject.keyword | customer loyalty | id |
dc.subject.keyword | halal | id |
dc.subject.keyword | wardah | id |