PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP PEMBELIAN ULANG MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Konsumen Lipstik Sari Ayu Di Semarang)

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.