Pengaruh Product Quality, Brand Image Terhadap Customer Engagement Dan Customer Satisfaction Pada Produk Sunscreen
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Abstract
Kenaikan permintaan ekspor di pasar kosmetik, khususnya untuk sunscreen, telah mendorong pertumbuhan industri di Indonesia. Dalam persaingan yang ketat, perusahaan sunscreen perlu fokus pada strategi untuk meningkatkan customer loyalty. Penelitian ini bertujuan untuk menganalisis pengaruh perceived price, product quality, brand image, customer satisfaction, customer engagement, dan customer loyalty terhadap produk sunscreen. Penelitian ini menggunakan metode kuantitatif dengan teknik purposive sampling dengan 171 responden minimal usia 17 tahun yang berdomisili di Jabodetabek, dan pengguna produk sunscreen Skinaqua. Pengumpulan data dilakukan melalui penyebaran kuesioner secara online menggunakan google form. Untuk menguji model penelitian, studi ini menggunakan Structured Equation Model – Partial Least Square (SEM-PLS). Hasil penelitian ini menunjukkan bahwa perceived price tidak memiliki pengaruh terhadap customer satisfaction, product quality memiliki pengaruh terhadap customer satisfaction dan customer engagement tetapi tidak memili pengaruh terhadap customer loyalty, brand image memiliki pengaruh terhadap customer satisfaction dan customer engagement tetapi tidak memiliki pengaruh terhadap customer loyalty, customer satisfaction tidak memiliki pengaruh terhadap customer loyalty dan customer engagement, dan yang terakhir customer engagement memiliki pengaruh terhadap customer loyalty. Penelitian ini memberikan implikasi manajerial untuk perusahaan yaitu pentingnya menjaga keseimbangan antara kualitas produk dan harga, serta strategi pemasaran yang efektif.
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