ANALISA PRODUCT QUALITY TERHADAP PURCHASE DECISION DENGAN SATISFACTION SEBAGAI VARIABEL INTERVENING PADA PRODUK KECANTIKAN DI KOTA BATAM

Abstract

ABSTRAK Saat ini produk kecantikan marak diperjual belikan dengan berbagai macam merk dan ditawarkan. Dengan kondisi seperti ini pelanggan menjadi lebih cermat untuk menentukan pilihannya atas berbagai variasi produk kecantikan yang ada. Agar mampu bertahan dan beradaptasi maka Perusahaan hendaknya memperhatikan apa yang menjadi keinginan pelangan, dengan begitu usaha akan terus berkembang. Tujuan dilakukannya penelitian ini adalah untuk menguji pengaruh antara product quality, price, word of mouth, promotion, dan brand image terhadap purchase decision dengan costumer satisfaction sebagai variable intervening. Metode penelitian yang digunakan pada penelitian ini adalah metode analisis deskriptif Partial Least Square (PLS) dan SmartPLS 3 yang digunakan untuk memberikan gambaran karakteristik data dan menganalisis data yang telah di himpun. Data pada penelitian ini di peroleh melalui jawaban atas kuesioner yang disebarkan peneliti kepada responden yang menjadi populasi dari penelitian ini dengan kriteria Masyarakat Batam yang menjadi konsumen produk kecantikan Maybeline, Make Over, Somethinc, Focallure, dan Esqa dengan total responden debanyak 320 responden. Hasil penelitian ini menunjukkan bahwa brand image berpengaruh tidak signifikan terhadap purchase decision, price, word of mouth, dan promotion berpengaruh signifikan terhadap purchase decision, product quality tidak berpengaruh signifikan terhadap purchase decision, dan product quality berpengaruh positif terhadap purchase decision melalui costumer satisfaction. Kata kunci: Pemasaran Digital, Kualitas Produk, Produk Kosmetik, Produk Perawatan Kulit ABSTRACT Currently, beauty products are widely traded with various brands and offered. With conditions like this, customers become more careful to make their choices on the various variations of beauty products available. In order to be able to survive and adapt, the company should pay attention to what the customer wants, so the business will continue to grow. The purpose of this research is to test the influence of product quality, price, word of mouth, promotion and brand image on purchase decisions and to test the influence of product quality on purchase decisions through customer satisfaction. The research method used in this research is the descriptive analysis method Partial Least Square (PLS) and SmartPLS 3 which are used to provide an overview of the characteristics of the data and analyze the data that has been collected. The data in this study was obtained through answers to a questionnaire distributed by researchers to respondents who were the population of this study with the criteria of the Batam community who were consumers of Maybeline, Make Over, Somethinc, Focallure, and Esqa beauty products with a total of 320 respondents. The results of this research show that brand image has no significant effect on purchase decisions, price, word of mouth, and promotion have a significant effect on purchase decisions, product quality has no significant effect on purchase decisions, and product quality has a positive effect on purchase decisions through customer satisfaction. Keywords: Digital Marketing, Product Quality, Cosmetic Products, Skincare Products