ALFINA DITYA SETYAWATI_PENGARUH KUALITAS PRODUK DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUASAN KONSUMEN SKINCARE SKINTIFIC (STUDI KONSUMEN SKINCARE DI PURWOKERTO)

Alfina Ditya, Setyawati (2024) ALFINA DITYA SETYAWATI_PENGARUH KUALITAS PRODUK DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUASAN KONSUMEN SKINCARE SKINTIFIC (STUDI KONSUMEN SKINCARE DI PURWOKERTO). Skripsi thesis, UIN Prof. K. H. Saifuddin Zuhri.

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Abstract

ABSTRACT Business growth in the skincare and beauty has been on the rise. In Indonesia, there are many skincare products circulating, both local skincare brands and international brands, so consumers have the opportunity to choose the products they like according to their skin needs. Skintific is a skincare product originating from Canada which has the second largest market share in Indonesia. This research aims to test product quality and e-wom on Skintific skincare consumer satisfaction. This research uses Planned Behavior Theory as a theoretical framework for understanding consumer behavior in the context of meeting consumer satisfaction. This study uses a quantitative approach. The sample collection method used was non-probability sampling using purposive sampling. The number of samples involved in this research was 100 respondents. The analytical tool used in this research is ordinal regression, which makes it possible to analyze the relationship between independent variables (Product Quality and Electronic Word of Mouth) and the dependent variable (Consumer Satisfaction). The Spearman rank test results show that product quality has a 36.5% effect on consumer satisfaction and Electronic Word of Mouth has a 15.3% effect on consumer satisfaction. The Kendall W test shows a very strong correlation of 0.995 between product quality and Electronic Word of Mouth on consumer satisfaction. Then the results of the ordinal regression analysis on the estimated parameters show that product quality and Electronic Word of Mouth have a positive effect on consumer satisfaction. So it can be concluded that the better the quality of a product and the positive e-WOM, the greater the satisfaction of skincare skincare consumers. Keywords: Product Quality, Electronic Word of Mouth, Consumer Satisfaction, Skintific, Skincare

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