PENGARUH PERCEPTION PACKAGING, UTILITARIAN BENEFITS, HEDONIC BENEFITS TERHADAP BRAND SATISFACTION KOSMETIK THE FACE SHOP DI SURABAYA
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh perception packaging, utilitarian benefits, dan elemen – elemen hedonic benefits yang terdiri dari sensorial pleasure, sexual attractiveness, social interaction success dan relief from self-dissatisfaction terhadap brand satisfaction produk kosmetik merek The Face Shop di Surabaya. Penelitian ini menggunakan model yang dikemukakan oleh Ibanez, et al. (2011). Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan metode Structural Equation Modelling (SEM) dengan bantuan software Lisrel 8.70 dalam pengolahan data. Dalam penelitian ini, yang menjadi sampel adalah wanita yang pernah membeli dan menggunakan produk – produk kosmetik merek The Face Shop selama satu tahun terakhir, berpendidikan minimal SMA / sederajat, berdomisili di Surabaya, pernah mencoba tester dari produk – produk The Face Shop dan membaca informasi pada kemasan sebelum membeli produk. Data yang digunakan dalam penelitian ini diperoleh dengan melakukan penyebaran kuesioner hingga terkumpul 170 data. Penelitian ini menggunakan dua uji kecocokan model penelitian yaitu uji kecocokan model pengukuran dan uji kecocokan model struktural. Hasil dari dari penelitian ini menunjukkan bahwa terjadinya perception packaging berpengaruh pada utilitarian benefits, dimana untuk selanjutnya utilitarian benefits berpengaruh pada brand satisfaction pelanggan. Temuan penelitian ini tidak sepenuhnya sejalan dengan penelitian terdahulu,yaitu penelitian Ibanez, et al. (2011). Hasil penelitian ini menemukan bahwa dari elemen – elemen hedonic benefit yang berpengaruh terhadap brand satisfaction secara signifikan hanya sexual attractiveness dan relief from self-dissatisfaction. Hal ini disebabkan adanya perbedaan konteks penelitian, dan obyek penelitian.
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