PENGARUH LINGKUNGAN TOKO, KUALITAS PRODUK, DAN KEWAJARAN HARGA TERHADAP KEPUASAN PELANGGAN DAN PENGARUH WORD-OF-MOUTH DAN KEPERCAYAAN TERHADAP NIAT PEMBELIAN KEMBALI DI SEPHORA
DOI:
https://doi.org/10.35794/jmbi.v11i3.58066Abstrak
Persaingan di industri kecantikan di Indonesia semakin ketat. seperti yang terlihat dari perbedaan kinerja antara Sephora.co.id dan Sociolla.com. Total kunjungan dan peringkat yang lebih tinggi dari Sociolla.com menunjukkan adanya kesenjangan kinerja yang signifikan. Penelitian ini bertujuan mengkaji pengaruh Store Environment, Product Quality, dan Price Fairness terhadap Customer Satisfaction, serta pengaruh Word-of-Mouth (WOM) dan Trust terhadap Repurchase Intention pada konsumen toko kosmetik Sephora. Penelitian menggunakan pendekatan deskriptif dengan metode kuantitatif. Data diperoleh sebesar 271 responden yang disebarkan melalui Google Form dan dianalisis menggunakan SmartPLS 4.0. Hasil penelitian menunjukkan bahwa Store Environment, Product Quality, dan Price Fairness signifikan berpengaruh positif terhadap Customer Satisfaction, yang bersama Word-of-Mouth (WOM) dan Trust juga signifikan berpengaruh positif terhadap Repurchase Intention. Implikasi manajerial menekankan pentingnya meningkatkan kepuasan pelanggan, menciptakan Program Referral untuk meningkatkan WOM, melakukan evaluasi strategi penetapan harga, dan merancang toko dengan desain yang unik untuk menarik lebih banyak pengunjung.
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