ANALISIS PENGARUH CITRA MEREK, KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUASAN KONSUMEN DAN MINAT PEMBELIAN ULANG PADA KONSUMEN PRODUK SCARLETT MELALUI MARKETPLACE DI DAERAH ISTIMEWA YOGYAKARTA
Authors: Prasetyo M. Muflih , Wibowo Sutrisno 
Published: January 2024

Penelitian ini mengevaluasi pengaruh Citra Merek, Kualitas Produk, dan Persepsi Harga terhadap Kepuasan Konsumen serta Minat Pembelian Ulang pada produk Scarlett Whitening, melibatkan 150 responden konsumen produk ini. Structural Equation Modeling (SEM) menggunakan alat analisis AMOS 22 digunakan dalam analisis data. Temuan menunjukkan bahwa Citra Merek, Kualitas Produk, dan Persepsi Harga memiliki dampak positif dan signifikan terhadap Kepuasan Konsumen. Kepuasan Konsumen juga terbukti mempengaruhi Minat Pembelian Ulang secara positif dan signifikan. Selain pengaruh langsung, Citra Merek, Kualitas Produk, dan Persepsi Harga juga berpengaruh secara tidak langsung terhadap Minat Pembelian Ulang melalui Kepuasan Konsumen. Penelitian ini berkontribusi dalam memperluas pemahaman pemasaran, tetapi memiliki keterbatasan, seperti sampel responden dengan usia di bawah 30 tahun sementara pengguna produk ini mencakup rentang usia yang lebih luas. Metode pengumpulan data yang hanya melalui survei online juga membatasi variasi jawaban. Terdapat ruang untuk mengembangkan model dengan memperluas variabel yang digunakan guna meningkatkan prediksi. Harapannya, penelitian ini akan menjadi panduan bagi penelitian masa depan dalam memahami lebih dalam faktor-faktor yang memengaruhi Kepuasan Konsumen dan Minat Pembelian Ulang dalam konteks pemasaran produk perawatan kulit, khususnya Scarlett Whitening.

This study aims to analyze the influence of exogenous variables such as Brand Image, Product Quality, and Price Perception on endogenous variables like Customer Satisfaction and Repurchase Intention for Scarlett Whitening products. The research involved 150 respondents who are consumers of Scarlett Whitening products. The criteria included respondents aged at least 17 years, who made at least one purchase of any Scarlett product online through a marketplace within the last 6 months. Respondents must have used Scarlett Whitening products for a minimum of 1 month. Data analysis was conducted using Structural Equation Modeling (SEM) through the AMOS 22 tool. The findings indicate that Brand Image, Product Quality, and Price Perception significantly and positively impact Customer Satisfaction. Furthermore, Customer Satisfaction significantly influences Repurchase Intention. Additionally, Brand Image, Product Quality, and Price Perception also have a direct positive impact on Repurchase Intention, as well as an indirect influence through Customer Satisfaction. The theoretical contribution of this research is anticipated to enrich marketing knowledge. However, limitations include a sample predominantly under 30 years of age, while Scarlett skincare users range from teenagers to over 30 years old. Data collection was solely via survey questionnaires through a Google Form, limiting respondents' answers to predetermined choices. Moreover, the study's focus on Brand Image, Product Quality, and Price Perception as variables influencing Customer Satisfaction and Repurchase Intention could be broadened for better predictive models. This study is expected to serve as a reference for future research, contributing to a deeper understanding of factors influencing Customer Satisfaction and Repurchase Intention within the context of marketing skincare products like Scarlett WhiteningTop of Form.