Analisis Pengaruh Experiential Marketing dan Perceived Value Terhadap Kepuasan Konsumen Dear Me Beauty di Jabodetabek

Abstract

Perekonomian Indonesia tumbuh di tengah perlambatan global didukung oleh surplus neraca perdagangan. Indonesia menjadi pasar potensial bagi industri kosmetik di Asia Tenggara. Dimulai dari pandemi yang mendorong peralihan ke pembelian online dan meningkatkan permintaan produk kosmetik yang aman. Tren kesehatan dan kecantikan juga memperkuat kesadaran wanita akan perawatan diri, menjadikan industri ini semakin menjanjikan. Persaingan yang ketat menuntut strategi pemasaran inovatif, seperti Experiential Marketing. Selain itu, Perceived Value berperan penting dalam menarik dan mempertahankan kepuasan konsumen. Penelitian ini mengkaji pengaruh Experiential Marketing dan Perceived Value terhadap kepuasan konsumen Dear Me Beauty di Jabodetabek. Metode penarikan sampel menggunakan teknik quota sampling dan diolah menggunakan metode analisis deskriptif dan SEM-PLS. Hasil penelitian menunjukkan bahwa Experiential Marketing dan Perceived Value berpengaruh positif dan signifikan terhadap kepuasan konsumen.

Indonesia’s economy grew amid the global economic slowdown, supported by a trade balance surplus. Indonesia became a potential market for the cosmetics industry in Southeast Asia. The COVID-19 pandemic triggered a shift to online purchasing and increased the demand for safe cosmetic products. Health and beauty trends also strengthened women’s awareness of self-care, making this industry increasingly promising. Tight competition demanded innovative marketing strategies, such as Experiential Marketing. In addition, Perceived Value played a vital role in attracting and maintaining customer satisfaction. This study examined the influence of Experiential Marketing and Perceived Value on customer satisfaction of Dear Me Beauty consumers in the Jabodetabek area. The sampling technique used quota sampling, and the data were analyzed using descriptive analysis and SEM-PLS. The results showed that Experiential Marketing and Perceived Value had a positive and significant effect on customer satisfaction.