Analisis Kualitas Produk, Harga, Kepuasan Pelanggan Terhadap Niat Pembelian Ulang Pada Produk Sunscreen Lokal

Bachtiar, Malva Aliya Izza (2025) Analisis Kualitas Produk, Harga, Kepuasan Pelanggan Terhadap Niat Pembelian Ulang Pada Produk Sunscreen Lokal. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri skincare lokal di Indonesia mengalami pertumbuhan pesat seiring meningkatnya kesadaran masyarakat terhadap perawatan kulit. Salah satu produk penting di negara beriklim tropis seperti Indonesia adalah sunscreen. Namun, tingkat pembelian ulang produk sunscreen lokal masih rendah, yang disebabkan oleh ketidaksesuaian antara harapan dan hasil penggunaan, serta kurangnya inovasi produk. Penelitian ini bertujuan untuk menganalisis pengaruh kepuasan pelanggan, kualitas produk, dan harga terhadap niat pembelian ulang sunscreen lokal. Metode yang digunakan adalah kuantitatif dengan regresi logistik biner pada 150 responden yang telah menggunakan sunscreen lokal dalam tiga bulan terakhir. Penelitian ini didasarkan pada Expectation Disconfirmation Theory (EDT), yang menjelaskan bahwa kepuasan terbentuk dari perbandingan antara harapan awal dan kinerja aktual produk. Hasil penelitian menunjukkan bahwa kepuasan pelanggan dan kualitas produk berpengaruh signifikan terhadap niat pembelian ulang, sedangkan harga tidak berpengaruh signifikan. Temuan ini mencerminkan positive disconfirmation, di mana pengalaman yang sesuai atau melebihi harapan mendorong pembelian ulang. Penelitian ini berkontribusi secara teoritis dalam memperluas penerapan EDT serta memberikan rekomendasi bagi pelaku usaha brand sunscreen lokal untuk fokus pada peningkatan kualitas dan kepuasan konsumen.

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The local skincare industry in Indonesia has experienced rapid growth in line with increasing public awareness of skin care. One essential product in a tropical country like Indonesia is sunscreen. However, the repurchase rate of local sunscreen products remains low, mainly due to a mismatch between consumer expectations and actual product performance, as well as a lack of product innovation. This study aims to analyze the influence of customer satisfaction, product quality, and price on the repurchase intention of local sunscreen products. A quantitative method was employed using binary logistic regression with 150 respondents who had used local sunscreen within the past three months. The study is based on Expectation Disconfirmation Theory (EDT), which explains that satisfaction is formed by comparing initial expectations with the actual performance of a product. The results show that customer satisfaction and product quality significantly influence repurchase intention, while price does not have a significant effect. These findings reflect positive disconfirmation, where experiences that meet or exceed expectations encourage repurchase behavior. This study contributes theoretically by expanding the application of EDT and offers managerial recommendations for business actors to focus on improving product quality and customer satisfaction.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Sunscreen Lokal, Kepuasan pelanggan, Kualitas Produk, Harga, Niat Beli Ulang,Local Sunscreen, Customer Satisfaction, Product Quality, Price, Repurchase Intention
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions:	Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Malva Aliya Izza Bachtiar
Date Deposited:	01 Aug 2025 09:38
Last Modified:	01 Aug 2025 09:38
URI:	http://repository.its.ac.id/id/eprint/125400

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