PENGARUH PERCEIVED QUALITY, BRAND IMAGE, KEPUASAN KONSUMEN DAN BRAND TRUST TERHADAP BRAND LOYALTY PRODUK KOSMETIK MERK WARDAH TESIS Diajukan Kepada Program Studi Magister Manajemen Sekolah Pascasarjana Universitas Muhammadiyah Surakarta Untuk Memenuhi Salah Satu Syarat Guna Memperoleh Gelar Magister dalam Ilmu Manajemen
Oleh : Rosyida Rahma Izzati P 100140049
MAGISTER MANAJEMEN SEKOLAH PASCASARJANA UNIVERSITAS MUHAMMADIYAH SURAKARTA 2016
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MOTTO DAN PERSEMBAHAN
MOTTO Bagian terbaik dari hidup seseorang adalah perbuatanperbuatan baiknya dan kasihnya yang tidak diketahui orang lain (William Wordsworth) Bersyukurlah atas apa yang ada daripada memikirkan apa yang tiada (Penulis)
PERSEMBAHAN Tesis ini kupersembahkan untuk Keluarga, tersayang
vi
teman
dan
sahabat
KATA PENGANTAR
Degan memanjatkan puji syukur kepada Allah
Subhanallahi Wata`ala, yang
telah melimpahkan segala rahmat dan hidayah-Nya, sehingga penulis dapat menyelesaikan tesis dengan judul : “Pengaruh Perceived Quality, Brand Image, Kepuasan Konsumen dan Brand Trust terhadap Brand Loyalty Produk Kosmetik Merk Wardah”. Dalam penyusunan tesis ini, penulis telah berusaha sebaik-baiknya sesuai dengan kemampuan yang ada. Namun demikian tanpa adanya bantuan, bimbingan
dan dorongan dari semua pihak, penulis akan
mengalami banyak kesulitan dan hambatan untuk menyelesaikannya. Oleh karena itu, dalam kesempatan yang baik ini penulis mengucapkan terima kasih yang sebesar-besarnya kepada :
1. Prof. Dr. Bambang Setiaji selaku Rektor Universitas Muhammadiyah Surakarta. 2. Prof. Dr. Khudzaifah Dimyati, S.H, M.Hum selaku Direktur Program Pascasarjana Universitas Muhammadiyah Surakarta. 3. Drs. M. Farid Wajdi, M.M., Ph. D., selaku Ketua Program Studi Magister Manajemen Universitas Muhammadiyah Surakarta. 4. Drs. Wiyadi, M.M., Ph.D
selaku
pembimbing
I
yang
telah
berkenan meluangkan waktu untuk memberikan bimbingan dan pengarahan dalam pembuatan tesis ini hingga selesai. 5. Soepatini, S.E., M.Si., Ph.D selaku pembimbing II yang juga telah berkenan meluangkan waktu untuk memberikan bimbingan dan pengarahan dalam pembuatan tesis ini hingga selesai. 6. Seluruh dosen dan karyawan serta teman-teman seangkatan Program Pascasarjana
Universitas
Muhammadiyah
Surakarta
yang
telah
memberikan dorongan dan bantuan berupa apapun dalam penyusunan tesis ini. Penulis menyadari bahwa tesis ini masih banyak kekurangan dan jauh dari sempurna. Oleh karena itu penulis mengharapkan kritik dan saran membangun vii
demi kesempurnaan penelitian ini dan penelitian yang akan mendatang. Semoga tesis ini bermanfaat bagi penulis pribadi, pembaca dan semua pihak yang membutuhkan.
Surakarta, 30 September 2016
Penulis
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DAFTAR ISI
HALAMAN JUDUL .......................................................................................................i NOTA PEMBIMBING I ...............................................................................................ii NOTA PEMBIMBING II ............................................................................................iii HALAMAN PENGESAHAN ......................................................................................iv HALAMAN PERNYATAAN KEASLIAN TESIS .....................................................v HALAMAN MOTTO DAN PERSEMBAHAN .........................................................vi KATA PENGANTAR .................................................................................................vii DAFTAR ISI DAFTAR TABEL DAFTAR GAMBAR
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DAFTAR LAMPIRAN ...............................................................................................xiv
BAB I PENDAHULUAN A. Latar Belakang Masalah ....................................................................................1 B. Rumusan Masalah..............................................................................................3 C. Tujuan Penelitian ..............................................................................................4 D. Manfaat Penelitian.............................................................................................4 E. Sistematika Peneliian ........................................................................................4 BAB II TINJAUAN PUSTAKA A. Landasan Teori .................................................................................................6 1. Brand Loyalty .......................................................................................6 2. Perceived Quality .................................................................................8 3. Brand Image .........................................................................................8 4. Kepuasan Konsumen ...........................................................................11 5. Brand Trust .........................................................................................12 B. Penelitian Terdahulu .......................................................................................13 C. Perumusan Hipotesis ......................................................................................16 D. Kerangka Pemikiran .......................................................................................18
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BAB III METODE PENELITIAN A. Desain dan Waktu Penelitian ..........................................................................19 1. Desain Penelitian ................................................................................19 2. Waktu Penelitian .................................................................................19 B. Populasi, Sample dan Sampling .....................................................................19 C. Definisi Operasional dan Pengukuran Variabel .............................................20 1. Variabel Dependent ..............................................................................20 a. Brand Loyalty .................................................................................20 2. Variabel Independen ............................................................................20 a. Perceived Quality ...........................................................................20 b. Brand Image ...................................................................................21 c. Kepuasan Konsumen ......................................................................21 d. Brand Trust ....................................................................................21 D. Data dan Teknik Pengumpulan Data ..............................................................22 1. Uji Validitas .........................................................................................22 2. Uji Reliabilitas .....................................................................................23 E. Uji Prasyarat Analisis ......................................................................................24 1. Uji Normalitas ......................................................................................24 2. Uji Multikolinieritas .............................................................................24 3. Uji Heteroskedastisitas .........................................................................25 4. Uji Linieritas ........................................................................................25 F. Teknik Analisis Data ......................................................................................25 Analisis Regresi Linier Berganda .........................................................................25 1. Koefisien Determinasi (R2)...................................................................26 2. Uji F .....................................................................................................26 3. Uji T .....................................................................................................27 BAB IV HASIL PENELITIAN DAN PEMBAHASAN A. Gambaran Umum Objek Penelitian ................................................................29 1. Perkembangan Wardah Cosmetics........................................................29 2. Deskripsi Responden Penelitian ...........................................................30 3. Deskripsi Data Variabel .......................................................................31 B. Analisis Data ...................................................................................................35 x
1. Hasil Uji Deskripsi Data ......................................................................36 2. Uji Instrumen Penelitian .......................................................................37 a. Uji Validitas................................................................................37 b. Uji Reliabilitas ...........................................................................39 3. Uji Prasyarat Analisis ...........................................................................39 a. Uji Normalitas ...........................................................................39 b. Uji Multikolinieritas ..................................................................40 c. Uji Heteroskedastisitas ..............................................................40 d. Uji Linieritas ..............................................................................41 4. Analisis Regresi Linier Berganda ........................................................41 a. Koefisien Determinasi (R2) ........................................................42 b. Uji F ...........................................................................................42 c. Uji t .............................................................................................43 C. Pembahasan ....................................................................................................47 1. Pengaruh Perceived Quality terhadap Brand Loyalty..........................47 2. Pengaruh brand image terhadap brand loyalty ...................................48 3. Pengaruh kepuasan konsumen terhadap brand loyalty .......................48 4. Pengaruh brand trust terhadap brand loyalty .....................................49 BAB V KESIMPULAN DAN SARAN A. Kesimpulan .....................................................................................................50 B. Keterbatasan Penelitian ...................................................................................50 C. Saran Penelitian ...............................................................................................51
DAFTAR PUSTAKA LAMPIRAN
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DAFTAR TABEL
Table 4.1 Karakteristik Responden ..................................................................................30 Table 4.2 Deskripsi Data Brand Loyalty..........................................................................32 Table 4.3 Deskripsi Data Perceived Quality ...................................................................33 Table 4.4 Deskripsi Data Brand Image ............................................................................34 Table 4.5 Deskripsi Data Kepuasan Konsumen ..............................................................34 Table 4.6 Deskripsi Data Brand Trust .............................................................................35 Table 4.7 Deskripsi Data Penelitian.................................................................................36 Table 4.8 Hasil Uji Validitas Brand Loyalty ...................................................................37 Table 4.9 Hasil Uji Validitas Perceived Quality..............................................................37 Table 4.10 Hasil Uji Validitas Brand Image....................................................................38 Table 4.11 Hasil Uji Validitas Kepuasan Konsumen .....................................................38 Table 4.12 Hasil Uji Validitas Brand Trust .....................................................................38 Table 4.13 Ringkasan Uji Reliabilitas .............................................................................39 Table 4.14 Hasil Uji Multikolinieritas .............................................................................40 Table 4.15 Hasil Uji Heteroskedastisitas .........................................................................40 Table 4.16 Hasil Uji Linieritas.........................................................................................41 Table 4.17 Hasil Analisis Regresi Berganda ...................................................................41
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DAFTAR GAMBAR
Gambar 2.1 Kerangka Penelitian .....................................................................................18 Gambar 3.1 Kurva Uji F...................................................................................................26 Gambar 3.2 Kurva Uji t....................................................................................................27 Gambar 4.1 Hasil Uji F ....................................................................................................43 Gambar 4.2 Statistik Uji t Hipotesis Pertama ..................................................................44 Gambar 4.3 Statistik Uji t Hipotesis Kedua ....................................................................45 Gambar 4.4 Statistik Uji t Hipotesis Ketiga ....................................................................46 Gambar 4.5 Statistik Uji t Hipotesis Keempat ................................................................47
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DAFTAR LAMPIRAN
Lampiran 1
Angket Penelitian
Lampiran 2
Input Data TryOut
Lampiran 3
Hasil Uji Validitas
Lampiran 4
Hasil Uji Reliabilitas
Lampiran 5
Data Responden
Lampiran 6
Input Uji Prasyarat Analisis
Lampiran 7
Deskripsi Statistik
Lampiran 2
Output Regresi Linier Berganda
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PENGARUH PERCEIVED QUALITY, BRAND IMAGE, KEPUASAN KONSUMEN DAN BRAND TRUST TERHADAP BRAND LOYALTY PRODUK KOSMETIK MERK WARDAH Oleh Rosyida Rahma Izzati
ABSTRAKSI Penelitian ini bertujuan untuk menganalisis: 1) pengaruh perceived quality terhadap brand loyalty, 2) pengaruh brand image terhadap brand loyalty, 3) pengaruh kepuasan konsumen terhadap brand loyalty dan 4) pengaruh brand trust terhadap brand loyalty. Data diperoleh dari 106 responden yang merupakan pengguna produk kosmetik merk Wardah di daerah Surakarta dan sekitarnya. Metode analisis yang digunakan adalah regresi linier berganda. Hasil pengujian instrumen penelitian menyimpulkan bahwa semua butir pertanyaan tiap variabel valid dan reliabel. Uji asumsi klasik menunjukkan bahwa data berdistribusi normal, linier, tidak terjadi multikolinieritas dan tidak terjadi heteroskedastisitas. Hasil dari penelitian ini menunjukkan bahwa: 1) perceived quality berpengaruh positif dan signifikan terhadap brand loyalty, 2) brand image berpengaruh positif dan signifikan terhadap brand loyalty, 3) kepuasan konsumen berpengaruh positif dan signifikan terhadap brand loyalty dan 4) brand trust berpengaruh signifikan terhadap brand loyalty. Kata Kunci: Perceived quality, brand image, kepuasan konsumen, brand trust, brand loyalty
ABSTRACT The purpose of this research is to analyze: 1) influence of perceived quality on brand loyalty, 2) influence brand image on brand loyalty, 3) influence customer satisfaction on brand loyalty and 4) influence brand trust on brand loyalty. Data was collected from 106 respondent who are consumer of Wardah cosmetics in Surakarta and the surrounding area. The method of analysis use multiple linear regression. Based on the test of all instrument variables are valid and reliable. Classical assumption test indicate that the data normally distribute and linier, moreover there are no multicollinearity and heteroschedastisity. The result of this research showed that: 1) perceived quality has positive and significant influence on brand loyalty, 2) brand image has positive and significant influence on brand loyalty, 3) customer satisfaction has positive and significant influence on brand loyalty and 4) brand trust has positive and significant influence on brand loyalty. Keywords: Perceived quality, brand image, customer satisfaction, brand trust, brand loyalty xv
