Penerapan Algoritma Decision Tree Terhadap Repurchase Intention pada Produk Sunscreen Lokal

Rahmawati, Melinda (2025) Penerapan Algoritma Decision Tree Terhadap Repurchase Intention pada Produk Sunscreen Lokal. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang memengaruhi repurchase intention terhadap produk sunscreen lokal di Indonesia. Seiring dengan meningkatnya kesadaran masyarakat terhadap perawatan kulit, produsen lokal dituntut untuk memahami variabel apa saja yang paling berpengaruh dalam mendorong keputusan pembelian ulang konsumen. Pendekatan yang digunakan dalam penelitian ini adalah algoritma Decision Tree Classification dengan tambahan variabel kontrol berupa jenis sunscreen dan jenis formula, serta evaluasi model dilakukan melalui confusion matrix. Data primer dikumpulkan melalui penyebaran kuesioner kepada 180 responden yang pernah membeli dan menggunakan sunscreen lokal. Hasil pemodelan menunjukkan bahwa Product Quality merupakan faktor paling dominan dalam memengaruhi niat pembelian ulang, diikuti oleh Price dan Customer Satisfaction. Evaluasi model menghasilkan nilai akurasi sebesar 78%, precision sebesar 74%, recall sebesar 89%, dan F1-score sebesar 81%. Validasi silang menunjukkan performa model yang konsisten dengan akurasi rata-rata sebesar 81% (±0.11). Secara teoritis, penelitian ini memperkuat Expectation Disconfirmation Theory (EDT) dan Commitment-Trust Theory (CTT), di mana kualitas produk, harga, kepercayaan, dan kepuasan menjadi determinan utama dalam membentuk loyalitas konsumen. Sementara itu, secara praktis, hasil penelitian ini dapat menjadi acuan strategis bagi pelaku bisnis lokal, khususnya dalam industri skincare, untuk meningkatkan kualitas produk, mempertimbangkan kebijakan harga yang tepat, membangun kepercayaan konsumen, serta menjaga kepuasan guna mendorong terjadinya pembelian ulang.
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This study aims to identify the factors influencing repurchase intention of local sunscreen products in Indonesia. As public awareness of skincare continues to grow, local producers are required to understand the key variables that drive consumers' repurchasing decisions. This research employs a Decision Tree Classification algorithm, incorporating control variables such as sunscreen type and formula type. Model evaluation was conducted using a confusion matrixs. Primary data were collected through questionnaires distributed to 180 respondents who had previously purchased and used local sunscreen products. The modeling results indicate that Mean Product Quality is the most dominant factor affecting repurchase intention, followed by Mean Price and Customer Satisfaction. The model evaluation yielded an accuracy of 78%, precision of 74%, recall of 89%, and an F1-score of 81%. Cross-validation confirmed the model’s consistency, with an average accuracy of 81% (±0.11). Theoretically, this study reinforces the Expectation Disconfirmation Theory (EDT) and the Commitment-Trust Theory (CTT), wherein product quality, price, trust, and customer satisfaction serve as key determinants in shaping consumer loyalty. Practically, the findings of this research can serve as a strategic reference for local business actors, particularly in the skincare industry, to enhance product quality, implement appropriate pricing strategies, build consumer trust, and maintain satisfaction in order to drive repurchase intention.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Algoritma Decision Tree, Formula Sunscreen, Harga, Jenis Sunscreen, Kualitas Produk, Kepercayaan, Kepuasan Pelanggan, Pembelian Ulang, Skincare Sunscreen Lokal, Teori Commitment-Trust, Teori Diskonfirmasi Ekspektasi. ======================================================================================================================== Commitment-Trust Theory, Customer Satisfaction, Decision Tree Algorithm, Expectation Disconfirmation Theory, Local Skincare Sunscreen, Price, Product Quality, Repurchase Intention, Sunscreen Formula, Sunscreen Type, Trust
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HD Industries. Land use. Labor > HD108 Classification (Theory. Method. Relation to other subjects ) H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Melinda Rahmawati
Date Deposited:	31 Jul 2025 07:10
Last Modified:	31 Jul 2025 07:10
URI:	http://repository.its.ac.id/id/eprint/123885

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