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@article{JIAB14560, author = {Mersha Putri and Wahyu Hidayat}, title = {PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP PEMBELIAN ULANG MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Konsumen Lipstik Sari Ayu Di Semarang)}, journal = {Jurnal Ilmu Administrasi Bisnis}, volume = {6}, number = {1}, year = {2016}, keywords = {Product Quality, Brand Image, Consumer’s Satisfaction, Repurchase Intention}, abstract = {Competitions among body treatment and cosmetic’s industry had highly increased over the time. This escalation could be seen from the outstanding number of cosmetics either local or international product which revolved in the market. Lipstick was one of the cosmetic considered to be needed the most by women for their daily activities. Generally, lipstick used by women to make their face looked brighter and avoided pale complexion. Specifically this research was conducted to analyze the sale of Lipstick product from Sari Ayu. It concerned on the problem of insufficient sales of the product in the last four years. Moreover, in 2014 and 2015 the sales of the lipstick product showed a decline. This research was conducted to analyze how big the influence of the product quality and brand image toward product repurchase is; by using Sari Ayu’s consumers satisfaction in Semarang as intervening variable. Population of this research was the consumers of Sari Ayu lipstick in Semarang in which 100 respondents as the sample of the research. The writer used purposive sampling as the technique of data collection. Analytical technique used in this research was quantitative technique by using OLS multiple regression. The result of this research showed that variable of product quality, brand image and consumer’s satisfaction influenced repurchase variable either simultaneously or partially. It could be inferred from the multiple regression analysis that variable of product quality (X1) had the most dominant influence. Advice from this research was that Sari Ayu’s company should make an innovation to the product (raw material’s innovation) in order to make long-lasting’s lip color. In addition, the innovation in designing the packaging should be considered as well as in advertising the product.}, issn = {2746-1297}, pages = {211--219} doi = {10.14710/jiab.2017.14560}, url = {https://ejournal3.undip.ac.id/index.php/jiab/article/view/14560} }
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