PENGARUH PERCEIVED PRICE, BRAND IMAGE, PRODUCT QUALITY DAN CUSTOMER LOYALTY TERHADAP CUSTOMER SATISFACTION PADA PENGGUNA SAMPO MAKARIZO DI KOTA JAKARTA

DINDA AYUNINGTYAS WINARTA, . (2025) PENGARUH PERCEIVED PRICE, BRAND IMAGE, PRODUCT QUALITY DAN CUSTOMER LOYALTY TERHADAP CUSTOMER SATISFACTION PADA PENGGUNA SAMPO MAKARIZO DI KOTA JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis Pengaruh Persepsi Harga, Citra Merek, Kualitas Produk, Loyalitas Konsumen terhdapap Kepuasan Konsumen pada pengguna sampo Makarizo di Kota Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dengan desain kausal. Sampel yang digunakan dalam penelitian ini sebanyak 255 responden yang merupakan konsumen aktif sampo Makarizo, berusia antara 17 hingga 45 tahun dan telah melakukan pembelian minimal tiga kali. Teknik pengambilan sampel menggunakan purposive sampling, dan pengolahan data dilakukan dengan metode Structural Equation Modeling (SEM) melalui software AMOS. Hasil penelitian menunjukkan bahwa Persepsi Harga, Citra Merek, dan Kualitas Produk berpengaruh positif dan signifikan terhadap Kepuasan Konsumen maupun Loyalitas Konsumen. Selain itu, Kepuasan Konsumen juga terbukti memiliki pengaruh signifikan terhadap Loyalitas Konsumen. Temuan ini memperkuat peran penting kepuasan konsumen dalam membentuk loyalitas terhadap produk Makarizo. Penelitian ini memberikan kontribusi teoretis dan praktis bagi pengembangan strategi pemasaran produk perawatan rambut lokal. Kata kunci: Persepsi Harga, Citra Merek, Kualitas Produk, Kepuasan Konsumen, Loyalitas Konsumen, Makarizo, SEM, Jakarta. *********** ABSTRACT . This study aims to analyze the influence of The Influence of Perceived Price, Brand image, Product Quality and Customer Loyalty on Customer Satisfaction with Makarizo Shampoo in Jakarta City. The research adopts a quantitative approach with a causal design. A total of 255 respondents were involved, consisting of active consumers aged 17 to 45 years who had purchased Makarizo shampoo at least three times. The sampling technique used is purposive sampling, and the data were analyzed using Structural Equation Modeling (SEM) with AMOS software. The results show that Perceived Price, Brand Image, and Product Quality have a positive and significant effect on both Customer Satisfaction and Customer Loyalty. Additionally, Customer Satisfaction significantly influences Customer Loyalty. These findings emphasize the vital role of consumer satisfaction in fostering loyalty toward the Makarizo brand. This research offers theoretical and practical contributions to the development of marketing strategies for local haircare products. Keywords: Perceived Price, Brand Image, Product Quality, Customer Satisfaction, Customer Loyalty, Makarizo, SEM, Jakarta.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si.,Ph.D. ; 2). Shandy Aditya, BIB,MPBS
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Dinda Ayuningtyas Winarta .
Date Deposited:	14 Aug 2025 03:59
Last Modified:	14 Aug 2025 03:59
URI:	http://repository.unj.ac.id/id/eprint/60367

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