Determinan Loyalitas Pelanggan Produk Kecantikan: Studi pada Perilaku Konsumen Ritel Kecantikan Omnichannel di Indonesia

Maulida, Astrid Sekarkinasih (2025) Determinan Loyalitas Pelanggan Produk Kecantikan: Studi pada Perilaku Konsumen Ritel Kecantikan Omnichannel di Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Loyalitas pelanggan merupakan faktor strategis bagi keberhasilan bisnis di industri kecantikan, terutama dalam menghadapi persaingan yang semakin ketat di era digital. Penelitian ini bertujuan untuk mengidentifikasi faktor yang memengaruhi Loyalitas Pelanggan terhadap produk kecantikan di Indonesia, dengan fokus pada perilaku ritel kecantikan yang menerapkan strategi omnichannel. Faktor-faktor yang diteliti meliputi Kualitas Layanan, Kepuasan Pelanggan, omnichannel dan Pemasaran Hubungan. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik survey dan dilakukan pemilihan sampel menggunakan purposive sampling. Dilakukan survey online kuesioner yang melibatkan 191 pelanggan produk kecantikan yang berbelanja melalui berbagai saluran ritel, baik online maupun offline. Data yang dikumpulkan dianalisis menggunakan metode Partial Least Square – Structural Equation Model (PLS-SEM). Hasil penelitian menunjukkan bahwa variabel Kepuasan Pelanggan memiliki pengaruh positif terhadap Loyalitas Pelanggan, sementara Kualitas Layanan, Pemasaran Hubungan, dan Omnichannel memiliki pengaruh terhadap Kualitas Layanan. Kualitas Layanan, Pemasaran Hubungan, dan Omnichannel tidak berpengaruh terhadap Loyalitas Pelanggan
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Customer loyalty is a strategic factor for business success in the beauty industry, especially in facing increasingly fierce competition in the digital era. This study aims to identify the factors that influence Customer Loyalty towards beauty products in Indonesia, focusing on beauty retail behavior that implements an omnichannel strategy. The factors studied include Service Quality, Customer Satisfaction, omnichannel, and Relationship Marketing. This research uses a quantitative approach with a survey technique involving 191 beauty product customers who shop through various retail channels, both online and offline. The sample selection used purposive sampling and conducted an online questionnaire survey. The collected data analyzed using the Partial Least Square – Structural Equation Model (PLS-SEM) method. The results showed that the Customer Satisfaction variable has a positive influence on Customer Loyalty, while Service Quality, Relationship Marketing, and Omnichannel have an influence on Customer Satisfaction.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Kepuasan Pelanggan, Kualitas Layanan, Loyalitas pelanggan, Omnichannel, Produk Kecantikan, Ritel, Pemasaran Hubungan Beauty Products, Loyalitas Pelanggan, Kepuasan Pelanggan, Omnichannel, Ritel, Pemasaran Hubungan, Kualitas Layanan
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Astrid Sekarkinasih Maulida
Date Deposited:	31 Jan 2025 02:53
Last Modified:	31 Jan 2025 02:53
URI:	http://repository.its.ac.id/id/eprint/117330

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