Citra Merek terhadap Minat Beli Ulang yang Dimediasi oleh Kepuasan Pelanggan Pond’s Micellar Water di Kota Cimahi
Abstract
The purpose of this study was to determine how brand image influences repurchase intention through customer satisfaction of pond's micellar water in Cimahi City. The instruments used have been tested for reliability and validity. The instruments were used to collect data from 120 female respondents who were of productive age and had purchased pond's micellar water products. Purposive sampling and cross-sectional time horizon were two types of data collection used. The data processing method used descriptive tests and multiple linear regression with SPSS version 25 and the Sobel test. The results of the study revealed that brand image had a positive effect on repurchase intention and both brand image and repurchase intention had a positive effect on customer satisfaction. Furthermore, through customer satisfaction, brand image influenced repurchase intention.
Keywords: Brand Image, Customer Satisfaction, Repurchase Intention
References
Alam, I. K., & Sarpan, S. (2022). Pengaruh Kualitas Produk, Kepuasan Pelanggan Dan Promosi Penjualan Terhadap Minat Beli Ulang Ulang Mazaya Dekoratif Dan Skincare Pada Toko Tangga Mas Tambun. Ikraith-Ekonomika, 6(2), 284–291. https://doi.org/10.37817/ikraith-ekonomika.v6i2.2377
Alfandy, M. A., & Aryanto, V. D. W. (2023). Pengaruh Kualitas Produk, Harga Dan Citra Merek Terhadap Kepuasan Pelanggan Kartu Provider Telkomsel Prabayar (Studi Kasus Pada Mahasiswa Fakultas Ilmu Komputer Universitas Dian Nuswantoro). INNOVATIVE: Journal Of Social Science Research, 3(2), 11212–11223. https://doi.org/10.31004/innovative.v3i2.1718
Alfian, & Susanti, R. (2023). Jurnal Economina. Pengaruh Kesadaran Merek Dan Variasi Produk Terhadap Keputusan Pembelian Melalui Minat Beli Mie Lemonilo Di Kota Bekasi, 2(2), 3–4. https://doi.org/10.55681/economina.v2i9.838
Anidayati, B., & Susila, I. (2023). Analisis Pengaruh Electronic Word Of Mouth, Kepercayaan, Dan Kepuasan Pelanggan Terhadap Niat Beli Ulang Konsumen Di Media Sosial dengan Adopsi Informasi Sebagai Variabel Mediasi (Studi Pada Produk Skincare Di Marketplace Shopee). SEIKO : Journal of Management & Business, 6(1), 438–454. https://doi.org/10.37531/sejaman.v6i1.3745
Basit, A., & Rahmawati, T. H. (2018). Cyber Public Relations (E-PR) dalam Brand Image Wardah Kosmetik dengan Pedekatan Mixed Method. Nyimak (Journal of Communication), 1(2), 197–208. https://doi.org/10.31000/nyimak.v1i2.483
Febrianto, M., Kurniati, R. R., & Krisdianto, D. (2021). Pengaruh Kualitas Produk terhadap Minat Beli Ulang melalui Kepuasan Pelanggan. Jiagabi, 10(2), 70–76. http://repository.unisma.ac.id/handle/123456789/3472
Hamdi, H. N. (2023). Pengaruh Dukungan ( Endorsement ), Citra Merek ( Brand Image ) Dan Kesaksian ( Testimoni ) Terhadap Minat Beli Ulang Konsumen Produk Rnc Wbeauty Melalui Media Sosial Instagram. 849–856. http://journal.unmasmataram.ac.id/index.php/GARA/article/view/521
Hendarsono, S. (2013). Analisa Pengaruh Experiental Marketing terhadap Minat Beli Ulang Konsumen. Jurnal Manajemen Pemasaran, 1(2), 1–8. http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/524
Herliza, R., & Saputri, M. E. (2016). the Influence of Brand Image To Customer Satisfaction a Case Study of Zara At Pvj Mall Bandung. Agustus, 3(2), 1949.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Kusumadewi, N., & Saraswati, T. G. (2020). Pengaruh Kepuasan Pelanggan Terhadap Minat Beli Ulang Pada Official Store Scarlett Di Shopee Dan Tokopedia the Effect of Customer Satisfaction on Repurchase Interests At the Scarlett Official Store At Shopee and Tokopedia). E-Proceeding of Management, 7(2), 6476–2489.
Lutfi, A. M., Yanti, S., Suhardis, A., & Rumengan, M. T. (2023). Pengaruh Citra Merek, Identitas Merek, Preferensi Merk Dan Kepercayaan Konsumen, Terhadap Minat Beli Ulang Pada Merek Toyota Di Batam. Jurnal Cafetaria, 4(1), 165–174. https://doi.org/10.51742/akuntansi.v4i1.830
Muhammad, N. (2021). Penerbit : Pusat Kajian dan Pengelola Jurnal Fakultas Kesehatan Masyarakat UMI. Community Dedication Journal, 02(02), 135–145.
Mulyono, S. H., & A, I. T. D. M. B. (2018). Pengaruh Customer Experience Terhadap Customer Satisfaction Di Tokopedia The Influence Of Customer Experience To. 5(2), 1843–1848. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/6877
Mutia, A. (2022). Perkiraan Pendapatan Produk Perawatan Diri dan Kecantikan di Indonesia (2014-2027). Katadata.Co.Id. https://databoks.katadata.co.id/datapublish/2022/12/05/makin-meroket-pendapatan-produk-kecantikan-dan-perawatan-diri-di-ri-capai-rp11183-triliun-pada-2022
Nandra, R. A., & Nurhadi, N. (2022). Pengaruh Citra Merek dan Kualitas Produk Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Produk Skin Care Ms Glow. Reslaj : Religion Education Social Laa Roiba Journal, 4(6), 1725–1742. https://doi.org/10.47467/reslaj.v4i6.1249
Nilasari, G., Ginting, P., & Lubis, A. N. (2022). Analysis of the Influence of Product Quality, Price, and Brand Image on Repurchaseintention with Customer Satisfaction as Intervening Variables on Customers of Skincare MS Glow Products (Study of the Communities in North Labuhanbatu Regency). Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(2), 8841–8849. https://doi.org/10.33258/birci.v5i2.4670
Prasetyo, M. M., & Wibowo, S. (2023). Analisis Pengaruh Citra Merek, Kualitas Produk dan Persepsi Harga Terhadap Kepuasan Konsumen dan Minat Pembelian Ulang. Jurnal Manajemen Dinamis, 1(2), 62–79. https://doi.org/10.59330/jmd.v1i2.14
Rahardjo, D. T., & Yulianto, A. E. (2021). Pengaruh Citra Merek, Harga dan Kualitas Pelayanan terhadap Kepuasan Pelanggan Mie Setan Di Surabaya. Jurnal Ilmu Dan Riset Manajemen, 10, 1–18. http://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/4790
Robi’ah, D. W., & Nopiana, M. (2022). Pengaruh Persepsi Harga dan Kualitas Produk Terhadap Keputusan Pembelian Produk Skincare Avoskin. YUME : Journal of Management, 5(1), 433–441. https://doi.org/10.37531/yume.vxix.235
Subastian, D. V., Retno p, D. A., Firsa, E., & Sanjaya, V. F. (2021). Pengaruh Harga, Kualitas Produk Dan Celebrity Endorser Raffi Ahmad Terhadap Minat Beli Produk Skincare Ms.Glow. REVENUE: Jurnal Manajemen Bisnis Islam, 2(1), 1–10. https://doi.org/10.24042/revenue.v2i1.7691
Sugiama. (2014). Metode Riset Bisnis dan Manajemen (Pertama). Guardaya Intimarta.
Sugiyono. (2017). Metode Penelitian Kuantitatif Kualitatif.Dan R&D. ALFABETA.
Top Brand Award. (2023). Top Brand Index micellar water 2023. Top Brand Award. www.topbrand-Award.com
Winoto Tj, H., & Tecoalu, M. (2022). the Role of Customer Satisfaction in Mediation the Influence of Brand Image and Price on Repurchasing Interest. CostinG:Journa of Economic,Business and Accounting, 5(2), 1690–1697. www.oto.com
Alfandy, M. A., & Aryanto, V. D. W. (2023). Pengaruh Kualitas Produk, Harga Dan Citra Merek Terhadap Kepuasan Pelanggan Kartu Provider Telkomsel Prabayar (Studi Kasus Pada Mahasiswa Fakultas Ilmu Komputer Universitas Dian Nuswantoro). INNOVATIVE: Journal Of Social Science Research, 3(2), 11212–11223. https://doi.org/10.31004/innovative.v3i2.1718
Alfian, & Susanti, R. (2023). Jurnal Economina. Pengaruh Kesadaran Merek Dan Variasi Produk Terhadap Keputusan Pembelian Melalui Minat Beli Mie Lemonilo Di Kota Bekasi, 2(2), 3–4. https://doi.org/10.55681/economina.v2i9.838
Anidayati, B., & Susila, I. (2023). Analisis Pengaruh Electronic Word Of Mouth, Kepercayaan, Dan Kepuasan Pelanggan Terhadap Niat Beli Ulang Konsumen Di Media Sosial dengan Adopsi Informasi Sebagai Variabel Mediasi (Studi Pada Produk Skincare Di Marketplace Shopee). SEIKO : Journal of Management & Business, 6(1), 438–454. https://doi.org/10.37531/sejaman.v6i1.3745
Basit, A., & Rahmawati, T. H. (2018). Cyber Public Relations (E-PR) dalam Brand Image Wardah Kosmetik dengan Pedekatan Mixed Method. Nyimak (Journal of Communication), 1(2), 197–208. https://doi.org/10.31000/nyimak.v1i2.483
Febrianto, M., Kurniati, R. R., & Krisdianto, D. (2021). Pengaruh Kualitas Produk terhadap Minat Beli Ulang melalui Kepuasan Pelanggan. Jiagabi, 10(2), 70–76. http://repository.unisma.ac.id/handle/123456789/3472
Hamdi, H. N. (2023). Pengaruh Dukungan ( Endorsement ), Citra Merek ( Brand Image ) Dan Kesaksian ( Testimoni ) Terhadap Minat Beli Ulang Konsumen Produk Rnc Wbeauty Melalui Media Sosial Instagram. 849–856. http://journal.unmasmataram.ac.id/index.php/GARA/article/view/521
Hendarsono, S. (2013). Analisa Pengaruh Experiental Marketing terhadap Minat Beli Ulang Konsumen. Jurnal Manajemen Pemasaran, 1(2), 1–8. http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/524
Herliza, R., & Saputri, M. E. (2016). the Influence of Brand Image To Customer Satisfaction a Case Study of Zara At Pvj Mall Bandung. Agustus, 3(2), 1949.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Kusumadewi, N., & Saraswati, T. G. (2020). Pengaruh Kepuasan Pelanggan Terhadap Minat Beli Ulang Pada Official Store Scarlett Di Shopee Dan Tokopedia the Effect of Customer Satisfaction on Repurchase Interests At the Scarlett Official Store At Shopee and Tokopedia). E-Proceeding of Management, 7(2), 6476–2489.
Lutfi, A. M., Yanti, S., Suhardis, A., & Rumengan, M. T. (2023). Pengaruh Citra Merek, Identitas Merek, Preferensi Merk Dan Kepercayaan Konsumen, Terhadap Minat Beli Ulang Pada Merek Toyota Di Batam. Jurnal Cafetaria, 4(1), 165–174. https://doi.org/10.51742/akuntansi.v4i1.830
Muhammad, N. (2021). Penerbit : Pusat Kajian dan Pengelola Jurnal Fakultas Kesehatan Masyarakat UMI. Community Dedication Journal, 02(02), 135–145.
Mulyono, S. H., & A, I. T. D. M. B. (2018). Pengaruh Customer Experience Terhadap Customer Satisfaction Di Tokopedia The Influence Of Customer Experience To. 5(2), 1843–1848. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/6877
Mutia, A. (2022). Perkiraan Pendapatan Produk Perawatan Diri dan Kecantikan di Indonesia (2014-2027). Katadata.Co.Id. https://databoks.katadata.co.id/datapublish/2022/12/05/makin-meroket-pendapatan-produk-kecantikan-dan-perawatan-diri-di-ri-capai-rp11183-triliun-pada-2022
Nandra, R. A., & Nurhadi, N. (2022). Pengaruh Citra Merek dan Kualitas Produk Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Produk Skin Care Ms Glow. Reslaj : Religion Education Social Laa Roiba Journal, 4(6), 1725–1742. https://doi.org/10.47467/reslaj.v4i6.1249
Nilasari, G., Ginting, P., & Lubis, A. N. (2022). Analysis of the Influence of Product Quality, Price, and Brand Image on Repurchaseintention with Customer Satisfaction as Intervening Variables on Customers of Skincare MS Glow Products (Study of the Communities in North Labuhanbatu Regency). Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(2), 8841–8849. https://doi.org/10.33258/birci.v5i2.4670
Prasetyo, M. M., & Wibowo, S. (2023). Analisis Pengaruh Citra Merek, Kualitas Produk dan Persepsi Harga Terhadap Kepuasan Konsumen dan Minat Pembelian Ulang. Jurnal Manajemen Dinamis, 1(2), 62–79. https://doi.org/10.59330/jmd.v1i2.14
Rahardjo, D. T., & Yulianto, A. E. (2021). Pengaruh Citra Merek, Harga dan Kualitas Pelayanan terhadap Kepuasan Pelanggan Mie Setan Di Surabaya. Jurnal Ilmu Dan Riset Manajemen, 10, 1–18. http://jurnalmahasiswa.stiesia.ac.id/index.php/jirm/article/view/4790
Robi’ah, D. W., & Nopiana, M. (2022). Pengaruh Persepsi Harga dan Kualitas Produk Terhadap Keputusan Pembelian Produk Skincare Avoskin. YUME : Journal of Management, 5(1), 433–441. https://doi.org/10.37531/yume.vxix.235
Subastian, D. V., Retno p, D. A., Firsa, E., & Sanjaya, V. F. (2021). Pengaruh Harga, Kualitas Produk Dan Celebrity Endorser Raffi Ahmad Terhadap Minat Beli Produk Skincare Ms.Glow. REVENUE: Jurnal Manajemen Bisnis Islam, 2(1), 1–10. https://doi.org/10.24042/revenue.v2i1.7691
Sugiama. (2014). Metode Riset Bisnis dan Manajemen (Pertama). Guardaya Intimarta.
Sugiyono. (2017). Metode Penelitian Kuantitatif Kualitatif.Dan R&D. ALFABETA.
Top Brand Award. (2023). Top Brand Index micellar water 2023. Top Brand Award. www.topbrand-Award.com
Winoto Tj, H., & Tecoalu, M. (2022). the Role of Customer Satisfaction in Mediation the Influence of Brand Image and Price on Repurchasing Interest. CostinG:Journa of Economic,Business and Accounting, 5(2), 1690–1697. www.oto.com
Published
2024-08-31
Section
Articles
Copyright (c) 2024 Putri Harnum Wulandari, Faizal Fardhani Sigarlaki
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
