Perilaku Konsumen Produk Lipcream Wardah (Studi Pada Mahasiswi Fakultas Ekonomi dan Bisnis Universitas Jember Kampus Bondowoso)

Zainuri Zainuri, Septarina Prita Dania S, Isrofiatullaily Putri Giani

Abstract


Women and cosmetics are inseparable, nowadays. This condition is also responded positively by cosmetic companies ranging from new product innovations to price promotions. The number of new products certainly has its assessment for regular customers. This research focuses on the Faculty of Economics and Business students at the University of Jember in Jember and Bondowoso. This study examines the effect of halal certificate, prices, and brand image on consumer loyalty to Wardah’s lip cream products which have won top brand awards for the last three years. The study uses linear regression analysis and SPSS 25 software. The research findings reveal that the halal label variable does not affect consumer’s loyalty. Price and brand image variables has significant positive effects on consumer’s loyalty.

Keywords


brand image; customer loyalty; halal label; price

Full Text:

PDF

References


A, Nurul. F. dan E. Soliha. “Kualitas Produk, Citra Merek dan Persepsi Harga terhadap Proses Keputusan Pembelian Konsumen Motor Matic Honda.” Jurnal Manajemen Teori dan Terapan, Volume 10, Nomor 1 (2017).

Amalia, Febri. “Alasan Wanita Harus Pakai Lipstik Sehari-hari.” dalam https://lifestyle.okezone.com/read/2015/05/29/194/1157062/alasan-wanita-harus-pakai-lipstik-sehari-hari. Diakses pada tanggal 30 Januari 2021.

Amstrong, G. Principles of Marketing, edisi 14. New Jersey: Pearson Education, 2011.

Ariyono, Kurniawan Y. “Impact of Halal Product on Purchase Decision and Customer Satisfaction.” International Journal of Accounting and Management Research (IJAMR), Volume 1, Nomor 2 (2020).

Astuti, Rini dan M. Ali Hakim. “Pengaruh Label Halal dan Ketersediaan Produk terhadap Keputusan Pembelian Konsumen di 212 Mart di Kota Medan.” Maneggio: Jurnal Ilmiah Magister Manajemen, Volume 4, Nomor 1 (2021).

Aziz, Y. A dan N. V. Chock. “The Role of Halal Awareness, Halal Certification, and Marketing Components in Determining Halal Purchase Intention Among Non-Muslim in Malaysia: A Structural Equation Modeling Approach.” Journal of International Food & Agrbusiness Marketing, Volume 25, Nomor 1 (2013).

Azmawani, Abd Rahman, et al. “Consumer and Halal Cosmetic Product: Knowledge, Religiosity, Attitude and Intention.” Journal of Islamic Marketing, Volume 6, Nomor 1 (2015).

Bernato, Innocentius, dkk. “The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty.” Journal Manajemen, Volume 26, Nomor 3 (2020).

Bulan, T.P.L. “Pengaruh Kualitas Pelayanan dan Harga terhadap Loyalitas Konsumen Pada PT. Tiki Jalur Nugraha Ekakurir Agen Kota Langsa.” Jurnal Manajemen dan Keuangan, Volume 5, Nomor 2 (2016).

Denisa, Andrea dan Santoso S. B. “Analisis Pengaruh Kualitas Produk, Kualitas Layanan dan Citra Merek Terhadap Loyalitas Pelanggan (Studi Pada Klinik Kecantikan Cosmetics Semarang).” Diponegoro Journal of Management, Volume 5, Nomor 3 (2016).

Dinawan, M. R. “Analisis Faktor-Faktor yang Mempengaruhi Keputusan Pembelian (Studi Kasus pada Konsumen Yamaha Mio PT Harpindo Jaya Semarang).” Jurnal Sains Pemasaran Indonesia, Volume 9, Nomor 3 (2010).

Dora, Y. M. dan A. Faritzal. “The Use of Halal to Improve the Consumer Loyalty of Cosmetik Products in Bandung City Indonesia.” International Journal of Psychosocia Rehabiliation, Volume 24, Nomor 2 (2020).

Fathurrahman, A. dan M. Anggesti. “Pengaruh Gaya Hidup, Label Halal dan Harga Terhadap Keputusan Pembelian Kosmetik (Studi Kasus Pada Produk Safi).” Jurnal Ekonomi Syariah, Volume 6, Nomor 2 (2021).

Ferdinand, Augusty. Metode Penelitian Manajemen. Semarang: BP Universitas Diponegoro, 2014.

Habibah, A. “Analisis Labelisasi Halal, Harga dan Rasa terhadap Keputusan Pembelian Konsumen pada Produk Mie.” Jurnal QIEMA, Volume 6, Nomor 1 (2020).

Harti dan M. I. Iffathurjannah. “Pengaruh Kemanan Makanan, Harga dan Rasa Terhadap Keputusan Pembelian.” Jurnal Akuntanbel, Volume 18, Nomor 2 (2021).

Henley, D. Celia, et al. “Label Design: Impact on Millenials’ Perceptions of Wine.” International Journal of Wine Bussines Research, Volume 20, Nomor 1 (2010).

Hijriah, Nur dan Saleh G. “Pengaruh Label Halal Pada Produk Kosmetik Terhadap Keputusan Pembelian.” Jurnal Ilmu Komunikasi, Volume 3, Nomor 2 (2018).

Ishak, Suraiya, et al. “Cosmetics Purchase Behavior of Educated Millenial Muslim Females.” Journal of Islamic Marketing, Volume 11, Nomor 5 (2019).

Jaiyeoba, Haruna, et al. “Halal Certification Mark, Brand Quality and Awareness Do They Influence Buying Decisions of Nigerian Consumers?” Journal of Islamic Marketing, Volume 11, Nomor 6 (2019).

Jannah, E. N., et al. “Pengaruh Kualitas Layanan dan Brand Image Terhadap Loyalitas Melalui Kepuasan Pelanggan Matahari Department Store di Jember.” Seminar Nasional Manajemen dan Bisnis Ke -3 (2018).

Kapferer, J. N. Strategic Brand Management, edisi 5. London: Kogan Page, 2012.

Kotler, P dan G. Amstrong. Principles of Marketing, edisi 14. New Jersey: Pearson Education, 2014.

Kotler, P dan K. Keller. Marketing Management, edisi 14. United States of America: Courier/Kendallville, 2012.

Lubis, N. I. “Analisis Loyalitas Konsumen Produk Berlabel Halal.” Jurnal AL-QARDH, Volume 4, Nomor 1 (2019).

Mohezar, S., et al. “Halal Cosmetics Adopotion Among Young Muslim Consumers in Malaysia Religisity Concern.” GJAT, Volume 6, Nomor 1 (2016).

Odzemir, Sena, et al. “The Effect of Trust and Peer Influence on Coroporate Brand-Consumer Relationship and Consumer Loyalty.” Journal of Business Research, Volume 117, Nomor 37 (2020).

Pangalila, Paulus. A., et al. “Pengaruh Kualitas Pelayanan dan Harga terhadap Loyalitas Pelanggan Pengguna Aplikasi Gojek.” Jurnal EMBA, Volume 6, Nomor 4 (2018).

Priyatno, Duwi. SPSS Panduan Mudah Olah Data Bagi Mahasiswa dan Umum. Yogyakarta: Penerbit ANDI, 2018.

Ramlan dan Nahrowi. “Sertifikasi Halal Sebagai Penerapan Etika Bisnis Islami dalam Upaya Perlindungan Bagi Konsumen Muslim.” Ahkam Jurnal Ilmu Syariah, Volume 17, Nomor 1 (2015).

Rusandy, Deby. S. “Pengaruh Brand Image Terhadap Loyalitas Pelanggan yang Dimediasi Kepuasan Pelanggan pada Rumah Makan Titin Trenggalek.” Jurnal Riset Inspirasi Manajemen dan Kewirausahaan, Volume 2, Nomor 1 (2018).

Saputi, O. B. dan N. Huda. “Pengaruh Informasi Covid-19 Melaui Media Sosial Terhadap Perilaku Konsumen.” Human Falah, Volume 7, Nomor 2 (2020).

Schiffman, Leon G. dan J. Wisenblit. Consumer Behavior, edisi 11. United States of America: Courier Kendallville, 2015.

Sembiring, Inka Janita, et al. “Pengaruh Kualitas Produk dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan dalam Membentuk Loyalitas Pelanggan (Studi Pada Pelanggan McDonalds MT. Haryono Malang).” Jurnal Administrasi Bisnis, Volume 15, Nomor 1 (2014).

Shamma, H. M. dan S. S. Hassan. “Impact of CSR Perception on Brand Image, Brand Attitude, and Buying Willingness: A Study of a Global Café.” International Journal of Marketing Studies, Volume 6, Nomor 6 (2014).

Sudaryanto, et al. “Impact of Culture, Brand Image and Price on Buying Decisions: Evidence from East Java, Indonesia.” Journal Innovative Marketing, Volume 17, Nomor 1 (2021).

Sugibayashi, Kenji, et al. Halal Cosmetics: A Review on Ingredients, Production, and Testing Methods.” Journal Cosmetics, Volume 6, Nomor 37 (2019).

Sugiyono. Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: CV. Alfabeta, 2013.

Tjiptono, F dan A. Diana. Pemasaran. Yogyakarta: Penerbit ANDI, 2019.

Tjiptono, Fandy. Strategi Pemasaran: Prinsip dan Penerapan. Yogyakarta: Penerbit ANDI, 2019.

Utami, W. B. “Pengaruh Label Halal Terhadap Keputusan Membeli (Survei pada Pembeli Produk Kosmetik Wardah di Outlet Wardah Griya Muslim An-nisa Yogyakarta).” Skripsi--Universitas Islam Negeri Sunan Kalijaga, 2013.

Yunaida, E. “Pengaruh Brand Image (Citra Nerek) Terhadap Loyalitas Konsumen Produk Oil Pelumas Evalube di Kota Langsa.” Jurnal Manajemen dan Keuangan, Volume 6, Nomor 2 (2017).




DOI: http://dx.doi.org/10.30736/jesa.v7i1.208

Refbacks

  • There are currently no refbacks.


Indexed by