The Influence of Brand Image on Overall Satisfaction and Consumer Loyalty in The context of The Body Shoap's Skin Care and Cosmetic Products
TRIYANDEDE (Adv.: B.M. Purwanto, Dr., M.B.A.), B.M. Purwanto, Dr., M.B.A.
Brand image didefinisikan sebagai persepsi terhadap produk di benak pelanggan. Brand image juga diartikan sebagai factor yang mengkontribusi kepuasaan pelanggan secara keseluruhan dan kesetiaan pelanggan.
Penelitian ini menggunakan analisis regresi berganda dan analisis regresi tunggal untuk mempelajari pengaruh dari Brand Image terhadap Kepuasan Keseluruhan dan Kesetian Pelanggan. Data dikumpulkan dengan memakai kuestioner terhadap 200 reponden pengguna produk perawatan kulit dan kosmetik dari The Body Shop. Hasil dari penelitian ini menunjukan tiga dari empat manfaat brand image – manfaat emosional, manfaat simbolis dan manfaat fungsional – berpengaruh terhadap kepuasan keseluruhan dan kesetian pelanggan, tetapi manfaat sosial tidak. Hasil dari penelitian ini member masukan terhadap manager marketing The Body Shop, khususnya di Indonesia, untuk memperkuat brand image yang memberikan kontribusi terbanyak terhadap kepuasan keseluruhan dan kesetiaan pelanggan dan juga memperbaiki brand image yang masih kurang dalam memberikan pengaruh.
Brand image is defined as a perception about a product in consumersÂ’ mind. Brand image is also described as a contributing factor in ensuring satisfaction and loyalty on customers.
This research used multiple and single regression analysis to study the influence of Brand Image on Overall Satisfaction and Customer Loyalty. Data were gathered using questionnaires to 200 respondents of users of The Body Shop skin care and cosmetic products. The results showed that three out of four brand image benefits – emotional benefit, symbolic benefit and functional benefit - are influencing overall satisfaction and customer loyalty, while excluding social benefit. The finding of this research suggests marketing manager of The Body Shop, especially in Indonesia, to strengthen brand images that contributing the most on satisfaction and loyalty and also improve brand image that somehow still lacking in terms of influence.
Kata Kunci : Brand Image, Overall Satisfaction, Customer Loyalty, Skin Care, Cosmetic, Kepuasan Keseluruhan, Kesetiaan Pelanggan, Perawatan Wajah, Kosmetik
