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Analisis Motif Pembelian dan Loyalitas Konsumen Pada Produk Kecantikan di Iklan dan di Dermatologi
Vidya Destiana (2018) | Tugas Akhir | Manajemen
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Ringkasan
Secara umum produk kecantikan dipromosikan melalui iklan serta keberadaan dermatologis atau klinik kecantikan. Penelitian ini bertujuan untuk mengukur perbedaan motif pembelian konsumen produk kecantikan di iklan dan dermatologi serta mengidentifikasi hubungan dan pengaruh motif pembelian terhadap loyalitas konsumen. Pendekatan kuantitatif digunakan untuk menjawab tujuan penelitian. Wawancara pendahuluan dilakukan untuk mengidentifikasi faktor-faktor perbedaan motif pembelian konsumen. Kuesioner disebarkan secara on-line dan off-line. Sebanyak 220 responden digunakan dalam proses pengolahan data. Hasil uji t-test menunjukkan bahwa terdapat perbedaan motif pembelian konsumen produk kecantikan di iklan dan dermatologi pada motif pembelian emosional dan motif pembelian produk, sedangkan motif pembelian rasional tidak terdapat perbedaan diantara keduanya. Selanjutnya berdasarkan hasil uji korelasi dan regresi yang telah dilakukan, motif pembelian rasional terbukti memiliki hubungan yang erat serta pengaruh yang kuat terhadap loyalitas konsumen produk kecantikan di iklan maupun dermatologi dibandingkan dengan motif pembelian emosional dan motif pembelian produk. Kata kunci: Produk Kecantikan, Motif Pembelian, Loyalitas, Iklan, Dermatologi.
Ringkasan Alternatif
In general, beauty products are promoted through advertising as well as the presence of dermatologists or beauty clinics. This study aims to measure differences in consumer buying patterns of beauty products in advertising and dermatology as well as to identify the relationship and influence of buying motive to consumer loyalty. A quantitative approach is used to answer the research objectives. Preliminary interviews were conducted to identify different factors of consumer buying motives. Questionnaires are distributed on-line and off-line. A total of 220 respondents used in data processing. The result of t-test shows that there are differences in consumer buying motive of beauty product in advertisement and dermatology on emotional buying motive and product purchase motive, while there is no difference in rational buying motive. Furthermore, based on the results of correlation and regression tests that have been done, the rational buying motives proved to have a close relationship and a strong influence on the loyalty of consumers of beauty products in advertising and dermatology compared with the emotional buying motives and product buying motives. Keywords: Beauty Products, Buying Motive, Loyalty, Advertising, Dermathology.