Analisis Pengaruh Pengalaman Sensorik Dan Emosional Terhadap Citra Merek, Kepuasan Pelanggan, Dan Niat Pembelian Ulang Pada Produk Edt Kahf

Irfan, Muhammad Thariq Irfan (2022) Analisis Pengaruh Pengalaman Sensorik Dan Emosional Terhadap Citra Merek, Kepuasan Pelanggan, Dan Niat Pembelian Ulang Pada Produk Edt Kahf. Other thesis, Institut Teknologi Sepuluh Nopember Surabaya.

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Abstract

Industri kosmetik merupakan industri yang mengalami pertumbuhan pesat dalam dekade terakhir, Industri ini memiliki tingkat profitabilitas yang baik, inovatif, dan berkembang dengan pesat dengan inovasi sebagai kunci utama. Saat ini, kosmetik telah menjadi fitur tak terpisahkan dari gaya hidup modern individu, pertumbuhan kesadaran tentang kecantikan eksternal bersama dengan kecerdasan internal individu telah menjadi salah satu faktor pendorong utama penggunaan kosmetik di pasar global. Pertumbuhan tersebut diiringi dengan adanya peningkatan penggunaan kosmetik di kalangan pria dalam rutinitas sehari-hari, yang melengkapi pertumbuhan permintaan pasar kosmetik global. Dengan bertambahnya pasar pada industri kosmetik, perusahaan dituntut untuk mampu menghadirkan produk dengan kualitas tinggi, sesuai dengan yang diharapkan konsumen, sehingga mampu memberikan pengalaman yang positif terhadap merek ataupun produk. Pada penelitian ini akan meneliti pengalaman sensorik dan emosional sebagai bagian dari dimensi pengalaman merek, dan pengaruhnya terhadap brand image, customer satisfaction, dan repurchase intention pada produk EDT Kahf. Penelitian ini merupakan penelitian conclusive-descriptive dengan pendekatan kuantitatif. Data pada penelitian ini dihimpun melalui kuesioner online dan diolah menggunakan Structural Equation Model (SEM). Responden yang terkumpul sebanyak 125 responden yang sudah sesuai dengan kriteria, berdasarkan hasil pengolahan data didapati bahwa pengalaman sensorik berdampak positif dan signifikan terhadap citra merek namun tidak berdampak signifikan terhadap kepuasan pelanggan, lalu untuk pengalaman emosional memiliki pengaruh yang signifikan terhadap citra merek dan kepuasan pelanggan. Berdasarkan pengolahan data yang dilakukan citra merek memiliki pengaruh yang signifikan terhadap kepuasan pelanggan dan kepuasan pelanggan berdampak signifikan terhadap niat pembelian ulang. Terdapat implikasi manajerial yang disusun untuk pelaku bisnis terkait yang bertujuan untuk meningkatkan niat pembelian ulang pada produk terkait
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The cosmetic industry is an industry that has experienced rapid growth in the last decade. This industry has a good level of profitability, is innovative, and is growing rapidly with innovation as the main key. Nowadays, cosmetics are becoming an indispensable feature of the modern lifestyle of individuals, the growth of awareness about beauty along with the internal intelligence of individuals are becoming one of the main driving factors for the use of cosmetics in the global market. This growth is accompanied by an increase in the use of cosmetics among men in their daily routines, which is in line with the demands of the global cosmetic market. With the increasing market in the cosmetic industry, this company is able to present high quality products, as expected by consumers, so as to be able to provide a positive impact on the brand or product. This study examines sensory and emotional experiences as part of the brand experience dimensions, and their effect on brand image, customer satisfaction, and repurchase intentions on EDT Kahf's products. This research is a descriptive-conclusive research with a quantitative approach. The data in this study were collected through an online questionnaire and processed using the Structural Equation Model (SEM). There were 125 respondents who met the criteria, based on the results of data processing, it was found that sensory experience had a positive and significant impact on brand image but had no significant impact on customer satisfaction, then emotional experience had a significant effect on brand image and customer satisfaction. Based on data processing, brand image has a significant effect on customer satisfaction and customer satisfaction has a significant impact on repurchase intentions. There are advertisements designed for related businesses that aim to increase repurchase intentions on related products

Item Type:	Thesis (Other)
Additional Information:	RSMB 658.562 Irf a-1 2022
Uncontrolled Keywords:	Industri Kosmetik, Sensory & Emotional Experience, SEM
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD9980.5 Service industries--Quality control. H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	EKO BUDI RAHARJO
Date Deposited:	16 Jan 2023 07:52
Last Modified:	16 Jan 2023 07:52
URI:	http://repository.its.ac.id/id/eprint/95416

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