Faktor-Faktor yang Memengaruhi Loyalitas Pelanggan pada Bisnis Kosmetik Lokal

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Published: Apr 30, 2025
DOI: https://doi.org/10.24912/jmk.v7i2.34011
Keywords:
kualitas produk, persepsi harga, kepuasan pelanggan, loyalitas pelanggan, kosmetik, product quality, price perception, customer satisfaction, customer loyalty, cosmetics
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Intan Dwinanda Puspita
Universitas Tarumanagara
Galuh Mira Saktiana
Universitas Tarumanagara

Abstract

Perhimpunan Perusahaan dan Asosiasi Kosmetika Indonesia (PPA Kosmetika Indonesia) memberikan keterangan bahwa terjadi peningkatan yang signifikan juga pada tahun 2023 dimana terjadi peningkatan sebesar 21,9%, dengan total perusahaan sebanyak 1.010 perusahaan kosmetik lokal. Melihat semakin ketat persaingan bisnis kosmetik di Indonesia, hal ini mendorong Luxcrime untuk memikirkan strategi yang tepat agar menekan para pesaing baru yang mulai muncul. Penting bagi perusahaan untuk meningkatkan kepuasan pelanggan kepada produk Luxcrime, ditengah persaingan yang ada sebagai bentuk usaha dalam membentuk loyalitas pelanggan pada Luxcrime. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, persepsi harga, dan kepuasan harga terhadap loyalitas harga. Sampel penelitian diperoleh melalui metode purposive sampling dengan total 244 responden yang mengetahui dan pernah membeli produk Luxcrime di DKI Jakarta. Data diolah menggunakan metode SEM-PLS melalui aplikasi SmartPLS versi 4. Hasil penelitian ini menunjukkan bahwa kualitas produk dan persepsi harga berpengaruh positif dan signifikan terhadap loyalitas pelanggan, serta pengaruh terhadap kepuasan pelanggan. Kepuasan pelanggan juga mempengaruhi loyalitas pelanggan secara positif dan signifikan. Selain itu, kepuasan pelanggan berhasil memediasi pengaruh kualitas produk dan persepsi harga terhadap loyalitas pelanggan secara positif dan signifikan, sehingga mediasi ini terjadi secara parsial.

The Association of Indonesian Cosmetics Companies and Associations (PPA Kosmetika Indonesia) provides information that there will also be a significant increase in 2023, where there will be an increase of 21.9%, with a total of 1,010 local cosmetic companies. Seeing the increasingly tight competition in the cosmetics business in Indonesia, this has encouraged Luxcrime to think about the right strategy to suppress new competitors that are starting to emerge. It is important for companies to increase customer satisfaction with Luxcrime products amidst existing competition as a form of effort to form customer loyalty to Luxcrime. This study aims to determine the influence of product quality, price perception, and price satisfaction on price loyalty. The research sample was obtained through a purposive sampling method with a total of 244 respondents who knew and had purchased Luxcrime products in DKI Jakarta. Data was processed using the SEM-PLS method via the SmartPLS version 4 application. The results show that product quality and price perception have a positive and significant effect on customer loyalty and customer satisfaction. Customer satisfaction also influences customer loyalty positively and significantly. Apart from that, customer satisfaction succeeded in mediating the influence of product quality and price perception on customer loyalty positively and significantly, so that this mediation occurred partially.

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Vol. 7 No. 2 (2025): Jurnal Manajerial dan Kewirausahaan
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Author Biographies

Intan Dwinanda Puspita, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Galuh Mira Saktiana, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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