HUBUNGAN PERCEIVED RISK DAN SELF CONCEPT DENGAN BRAND LOYALTY PADA KONSUMEN PRODUK KOSMETIK
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Abstract
Penelitian ini bertujuan untuk melihat hubungan antara perceived risk dan self concept dengan brand loyalty pada konsumen produk kosmetik. Subjek pada penelitian ini adalah 307 mahasiswi Universitas Surabaya yang berusia 18 hingga 25 tahun sesuai dengan periode perkembangan emerging adults. Hasil pada penelitian ini menunjukkan ada hubungan antara perceived risk dan self concept secara bersama-sama dengan brand loyalty produk kosmetik (F= 111,21; p < 0,05), ada hubungan antara perceived risk dengan brand loyalty (r = -0,633; p< 0,05), ada hubungan antara self concept dengan brand loyalty (r= 0,339; p=<0,05). Simpulan pada penelitian ini adalah peningkatan brand loyalty dapat terjadi bila konsumen produk kosmetik memiliki perceived risk rendah dan self concept tinggi. Untuk meningkatkan brand loyalty, produsen harus mempertimbangkan perceived risk dan self concept konsumen karena brand loyalty merupakan salah satu cara untuk menjaga dan mempertahankan konsumen.
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