ATRIBUT PRODUK YANG DIPERTIMBANGKAN DALAM PEMBELIAN KOSMETIK DAN PENGARUHNYA PADA KEPUASAN KONSUMEN DI SURABAYA
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https://doi.org/10.9744/jmk.7.2.pp.%20139-151Keywords:
product attribute, cosmetique, customer satisfaction.Abstract
Cosmetique is a unique product since it contain a spesific usage risk to the consumer regardless its social benefit. Consumer tend to consider more in its attribute in order to reduce the risk. The purpose of this study is to determine which attribute are most important perceived by the consumer in choosing cosmetique. The results are used in gap analysis to evaluate customerr satisfaction. We also conducted factor analysis, and use its resutl in simple regresion to find out the effect of each factor to overal satisfaction. As a result, there are three factor which consumer perceived as the most important attributse which are quality, risk, and brand. Quality and Brand factor both influencing overal customer satisfaction in cosmetique consumption greater then Risk factor. Abstract in Bahasa Indonesia : Kosmetik adalah produk yang unik karena mengandung resiko penggunaan bagi konsumen disamping manfaat sosialnya. Konsumen cenderung untuk mempertimbangkan atribut-atribunya dalam rangka mengurangi resiko yang mungkin dihadapinya. Tujuan dari studi ini adalah untuk menentukan attribut produk manakah yang dinilai konsumen menjadi atribut terpenting dalam memilih kosmetik. Kemudian hasilnya digunakan dalam analisis gap untuk mengevaluasi kepuasan konsumen. Studi ini juga menggunakan analisa faktor untuk kemudia dianalisis lebih lanjut dengan regresi sederhana untuk mengetahui pengaruh setiap faktor terhadap kepuasan konsumen. Hasilnya, terdapat 3 faktor atribut yang dinilai penting oleh konsumen dalam pemilihan kosmetik yaitu faktor kualitas, resiko dan merek. Faktor kualitas dan faktor merek berpengaruh lebih besar terhadap kepuasan konsumen kosmetik daripada faktor resiko. Kata kunci: atribut produk, kosmetik, kepuasan konsumen.Downloads
Published
2006-02-23
How to Cite
Ferrinadewi, E. (2006). ATRIBUT PRODUK YANG DIPERTIMBANGKAN DALAM PEMBELIAN KOSMETIK DAN PENGARUHNYA PADA KEPUASAN KONSUMEN DI SURABAYA. Jurnal Manajemen Dan Kewirausahaan, 7(2), pp. 139-151. https://doi.org/10.9744/jmk.7.2.pp. 139-151
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