PENGARUH PEMASARAN MEDIA SOSIAL, KUALITAS PRODUK, RELIGIUSITAS, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN SERTA IMPLIKASINYA PADA NIAT BELI ULANG KOSMETIK HALAL DI JAWA BARAT

KURNIA BUDHY SCORITA, . (2025) PENGARUH PEMASARAN MEDIA SOSIAL, KUALITAS PRODUK, RELIGIUSITAS, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN SERTA IMPLIKASINYA PADA NIAT BELI ULANG KOSMETIK HALAL DI JAWA BARAT. Doktor thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh pemasaran media sosial, kualitas produk, religiusitas, dan citra merek terhadap kepuasan pelanggan serta implikasinya pada niat beli ulang kosmetik halal di Jawa Barat. Penelitian ini merupakan penelitian dengan pendekatan kuantitatif. Pada penelitian ini, populasinya adalah wanita muslimah di wilayah Jawa Barat yang sudah pernah membeli produk kosmetik halal. Adapun sampel yang dianalisis sebanyak 440 responden. Teknik pengambilan sampel adalah dengan teknik purposive sampling. Analisis data dilakukan dengan metode Partial Least Square (PLS) menggunakan software SmartPLS. Hasil penelitian menunjukkan bahwa pemasaran media sosial, kualitas produk, religiusitas, dan citra merek berpengaruh positif dan signifikan terhadap kepuasan pelanggan kosmetik halal di Jawa Barat. Lebih lanjut, kualitas produk, religiusitas, citra merek, dan kepuasan pelanggan terbukti berpengaruh positif dan signifikan terhadap niat beli ulang, sementara pemasaran media sosial tidak berpengaruh signifikan. Namun demikian, pemasaran media sosial, kualitas produk, religiusitas, dan citra merek berpengaruh positif dan signifikan terhadap niat beli ulang melalui mediasi kepuasan pelanggan. Kata Kunci: Kosmetik Halal, Pemasaran Media Sosial, Kualitas Produk, Religiusitas, Citra Merek, Kepuasan Pelanggan, Niat Beli Ulang******************This study aims to analyze the influence of social media marketing, product quality, religiosity, and brand image on customer satisfaction and its implications for repurchase intention of halal cosmetics in West Java. This research employs a quantitative. The population in this study consists of Muslim women in West Java who have purchased halal cosmetic products. The analyzed sample comprises 440 respondents selected using purposive sampling. Data analysis was conducted using the Partial Least Squares (PLS) method with SmartPLS software. The findings indicate that social media marketing, product quality, religiosity, and brand image have a positive and significant effect on customer satisfaction with halal cosmetics in West Java. Furthermore, product quality, religiosity, brand image, and customer satisfaction were proven to have a positive and significant effect on repurchase intention, while social media marketing showed no significant effect. However, social media marketing, product quality, religiosity, and brand image were found to have a positive and significant effect on repurchase intention through the mediation of customer satisfaction Keywords: Halal Cosmetic, Social Media Marketing, Product Quality, Religiosity, Brand Image, Customer Satisfaction, Repurchase Intention

Item Type:	Thesis (Doktor)
Additional Information:	1). Dr. Agung Wahyu Handaru, M.M; 2). Dr. Setyo Ferry Wibowo, S.E., M.Si.
Subjects:	Manajemen > Manajemen , Business
Divisions:	PASCASARJANA > S3 Ilmu Manajemen
Depositing User:	Users 31924 not found.
Date Deposited:	22 Jan 2026 03:22
Last Modified:	22 Jan 2026 03:22
URI:	http://repository.unj.ac.id/id/eprint/63018

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