Pengaruh Customer Experience Dan Service Quality Terhadap Word Of Mouth Pada Beauty Class Merek Kosmetik Lokal

Rachmatulah, Ramadhini Puteri (2026) Pengaruh Customer Experience Dan Service Quality Terhadap Word Of Mouth Pada Beauty Class Merek Kosmetik Lokal. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Peningkatan kesadaran masyarakat akan pentingnya penampilan menjadi salah satu faktor yang mempengaruhi perkembangan industri kecantikan di Indonesia dalam dua dekade terakhir. Pertumbuhan pesat ini tidak luput dari persaingan pasar yang sengit sehingga membuat perusahaan mulai mengembangkan strategi inovatif demi meningkatkan penjualannya, salah satunya yakni melalui strategi pemasaran berbasis pengalaman (experiential marketing) seperti beauty class. Kegiatan ini memungkinkan konsumen untuk memperoleh pengalaman langsung melalui edukasi kecantikan yang diikuti dengan praktik merias wajah (make up) dengan panduan beauty expert. Penelitian ini bertujuan untuk menganalisis pengaruh customer experience dan service quality pada beauty class terhadap word of mouth dengan customer satisfaction sebagai variabel mediasi. Pendekatan penelitian ini menggunakan metode kuantitatif eksploratori dengan teknik survei online terhadap 150 responden yang terdiri atas peserta beauty class merek kosmetik lokal. Data diolah menggunakan Structural Equation Modeling-Partial Least Squares (SEMPLS) dengan rangkaian uji outer model dan uji inner model. Pengukuran dilakukan menggunakan skala likert lima poin untuk mengidentifikasi hubungan antara variabel dan pengaruh mediasi customer satisfaction. Hasil penelitian menunjukkan bahwa customer experience berpengaruh signifikan pada customer satisfaction dan word of mouth secara tidak langsung melalui mediasi, namun tidak cukup kuat dalam mempengaruhi langsung variabel word of mouth. Sementara service quality berpengaruh signifikan terhadap customer satisfaction dan word of mouth, baik secara langsung maupun tidak langsung melalui mediasi customer satisfaction. Secara akademis, penelitian ini memberikan kontribusi dengan memperjelas mekanisme teori Stimulus-Organism-Response (SOR), di mana kualitas layanan dan pengalaman peserta sebagai stimulus dalam beauty class berperan membentuk kepuasan peserta sebagai organism yang memediasi respons psikologis peserta, serta word of mouth sebagai response. Secara praktis, temuan ini menjadi acuan bagi pelaku bisnis di segmen kosmetik dalam merancang stategi pemasaran yang berorientasi pada penciptaan nilai pengalaman yang bermakna bagi konsumen.
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Increased public awareness of the importance of appearance has been one of the factors influencing the development of the beauty industry in Indonesia over the past two decades. This rapid growth has not been without fierce market competition, prompting companies to develop innovative strategies to increase sales, one of which is through experiential marketing strategies such as beauty classes. This activity allows consumers to gain firsthand experience through beauty education followed by makeup practice under the guidance of beauty experts. This study aims to analyze the effect of customer experience and service quality in beauty classes on word of mouth, with customer satisfaction as a mediating variable. This research uses an exploratory quantitative method with an online survey technique involving 150 respondents consisting of beauty class participants from local cosmetic brands. The data was processed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with a series of outer model and inner model tests. Measurements were made using a five-point Likert scale to identify the relationship between variables and the mediating effect of customer satisfaction. The results show that customer experience has a significant effect on customer satisfaction and word of mouth indirectly through mediation, but is not strong enough to directly influence the word of mouth variable. Meanwhile, service quality has a significant effect on customer satisfaction and word of mouth, both directly and indirectly through the mediation of customer satisfaction. Academically, this study contributes by clarifying the Stimulus-Organism-Response (SOR) theory mechanism, where service quality and participant experience as stimuli in beauty classes play a role in shaping participant satisfaction as organisms that mediate participants' psychological responses, as well as word of mouth as a response. Practically, these findings serve as a reference for businesses in the cosmetics segment in designing marketing strategies oriented towards creating meaningful experiences for consumers.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Beauty Class, Customer Experience, Customer Satisfaction, Service Quality, Word of Mouth
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Ramadhini Puteri Rachmatullah
Date Deposited:	29 Jan 2026 07:14
Last Modified:	29 Jan 2026 07:14
URI:	http://repository.its.ac.id/id/eprint/131108

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