PENGARUH PERSEPSI KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN THE BODY SHOP

Authors

  • Lily Harjati Program Studi Manajemen, Institut Bisnis dan Informatika Kwik Kian Gie,
  • Lusia Olivia Sabu G Program Studi Manajemen, Institut Bisnis dan Informatika Kwik Kian Gie,

Keywords:

perceived quality, purchase decision

Abstract

The quality of products is an important factor that consumers consider in the purchase decision. The Body Shop is a company that provides safe cosmetic products are safe and becomes the pioner of green marketing. The quality of The Body Shop product is relatively different from the other cosmetics. The purpose of this study was to determine the effect of product quality perception on purchase decisions of The Body Shop. The sample of this research is that consumers who ever made a purchase of The Body Shop. The sampling area is located in Kelapa Gading from May-June 2013. The sampling used is a nonprobability sampling technique using judgment / purposive sampling technique considering the criteria that have been determined in advance by the researcher. Data were analysed to test each variable and hypothesis testing using the simple regression through 18 SPSS software. The study resulted in the finding that the perceived quality of the product was a good fit with the questions and the consumer would make repeat purchases. The perception of product quality had a significantly positive effect on purchasing decisions. It is recommended that The Body Shop improve the perception of quality as a natural product and maintain the quality of other products.

References

Chen Yu-Shan. The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust.. Journal of Bussiness Ethics. 2009.
Choy Johnn Yee, Ng Cheng San, and Ch’ng Huck Khoon, Consumers’ Perceived Quality, Perceived Value and Perceived Risk Towards purchase Decision on Automobile, American Journal of Economics and Business Administration 3. 2011.
Danang Adhi Putra, Skripsi: Analisis Kesadaran Merek, Persepsi kualitas, Asosiasi Merek, dan Loyalitas Merek Yang Mempengaruhi Ekuitas Merek Produk Sepatu Olahraga Merek Adidas, Univesitas Diponegoro. 2011.
Darmadi Durianto, Sugiarto, dan Tony Sitinjak, Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek, Jakarta. 2001.
Dewi Urip Wahyuni, “Pengaruh Motivasi, Persepsi dan Sikap Konsumen terhadap Keputusan Pembelian Sepeda Motor Merek “Honda” di Kawasan Surabaya Barat” Jurnal Manajemen dan Kewirausahaan Vol 10 No. 1. 2008.
Husein Umar, Metode Penelitian untuk Skripsi dan Tesis Bisnis, Edisi 2, Jakarta.2009.
Kampus Marketing, Green Marketing Mahal?, sumber: http://www.kampus.marketing.co.id/green-marketing-mahal/&sa=U&ei=do7puZGf10MyQHRhICgAW&ved=0CBcQFjAA&usg=AFQjCNE-v98koL7WhGTvPUvPRWkC5aWirA (diakses 12 Januari 2013)
Kementerian Perindustrian, Pasar kosmetik Bergairah, sumber: http://www.kemenperin.go.id/artikrl/4769/profil/71/kode-etik&sa=U&ei=HFbpUd8BypXKAC-OgOAB&ved=0CBgOFjAA&usg=AFQjCNFqP8GZ5_dchOK5X__NyufANyufAa (diakses 12 Januari 2013).
Kompas.com, The Body Shop Ajak Kurangi Sampah Plastik, sumber: http://m.kompas.com/female/read/2013/03/19/21032734/The.Body.Shop.AjAj.Kurangi.Sampah.Plastik. (diakses 23 Maret 2013)
Kotler, Philip and Kevin Lane Keller, Manajemen Pemasaran, Edisi 12, Jilid II, Jakarta, 2007.
Martha Tilaar Group, Sariayu Martha Tilaar Raih Rintisan Teknologi 2012, sumber: (diakses 23 Maret 2013).
Monalisa & Safrezi Fitra, Masyarakat Kelas Menengah Topang Pertumbuhan Industri Kosmetik di 2012, sumber: http://www.indonesiafinancetoday.com/read/21410/Masyarakat-Kelas-Menengah-Topang-Pertumbuhan-Industri-Kosmetik-di-2012&sa-U&ei=Se7pUYmUMOmkyQH0iIH4Aw&ved=0CBkQFjAB&usg=AFQjCAF1crleTd-ewVuliNd_8UzB_V9_VQ (diakses 12 Januari 2013).
Ottman, Jacquelyn A., The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding Greenleaf-publishing.2011.
Schiffman, Leon G. and Leslie Lazar Kanuk., Consumer Behavior, 10th Edition, Boston: Pearson Education.2010.
Sekaran, Uma and Roger Bougie., Research Methods for Business, 5th Edition, United Kingdom: John Willey & Sons Ltd.2009.
Sugiyono, Memahami Penelitian Kualitatif: Dilengkapi Contoh Proposal dan Laporan Penelitian, Bandung: Alfabeta. 2009

Published

2014-11-07

Issue

Section

Artikel