PENGARUH TRUST, PERCEIVED VALUE, DAN PERCEIVED PRICE FAIRNESS TERHADAP CUSTOMER SATISFACTION DALAM MEMBENTUK CUSTOMER LOYALTY PADA PRODUK PERAWATAN RAMBUT RAMAH LINGKUNGAN

ALTISYA PUTRI DINANTI, . (2024) PENGARUH TRUST, PERCEIVED VALUE, DAN PERCEIVED PRICE FAIRNESS TERHADAP CUSTOMER SATISFACTION DALAM MEMBENTUK CUSTOMER LOYALTY PADA PRODUK PERAWATAN RAMBUT RAMAH LINGKUNGAN. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh kepercayaan, nilai yang dirasakan, persepsi keadilan harga, dan kepuasan pelanggan terhadap loyalitas pelanggan pada produk perawatan rambut ramah lingkungan. Metode penelitian menggunakan desain penelitian kuantitatif dengan menyebarkan kuesioner. Sebanyak 254 responden diambil sampelnya dengan menggunakan teknik purposive sampling. Objek penelitian dalam penelitian ini adalah responden berusia 18-60 tahun di DKI Jakarta dan telah melakukan pembelian produk perawatan rambut ramah lingkungan minimal tiga kali dalam setahun terakhir. Penelitian ini menggunakan software SPSS versi 26 dan SEM (Structural Equation Model) dari software AMOS untuk menganalisis dan mengolah data penelitian. Hasil penelitian menunjukkan bahwa: pertama, kepercayaan, persepsi nilai, dan persepsi kewajaran harga berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kedua, kepercayaan, nilai yang dirasakan, dan kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Ketiga, persepsi kewajaran harga tidak berpengaruh terhadap loyalitas pelanggan. Kata Kunci: Customer Loyalty, Customer Satisfaction, Green Products, Price Fairness, Eco Hair Care ***** The purpose of this research is to determine the influence of trust, perceived value, perceived price fairness, and customer satisfaction on customer loyalty to environmentally friendly hair care products. The research method uses a quantitative research design by distributing questionnaires. A total of 254 respondents were sampled using purposive sampling technique. The research objects in this study were respondents aged 18-60 years in DKI Jakarta and had purchased environmentally friendly hair care products at least three times in the last year. This research uses SPSS version 26 software and SEM (Structural Equation Model) from AMOS software to analyze and process research data. The research results show that: first, trust, perceived value, and perceived price fairness have a positive and significant effect on customer satisfaction. Second, trust, perceived value, and customer satisfaction have a positive and significant effect on customer loyalty. Third, the perception of price fairness has no effect on customer loyalty. Keyword: Customer Loyalty, Customer Satisfaction, Green Products, Price Fairness, Eco Hair Care

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Altisya Putri Dinanti .
Date Deposited:	23 Aug 2024 04:43
Last Modified:	23 Aug 2024 04:43
URI:	http://repository.unj.ac.id/id/eprint/50542

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