PERCEIVED QUALITY KONSUMEN TERHADAP LOCAL COSMETIC BRAND DAN GLOBAL COSMETIC BRAND (STUDI PADA MARTHA TILAAR DAN THE BODY SHOP)

  • Ervina Witriana Putri Jurusan Psikologi, Fakultas Ilmu Pendidikan, Universitas Negeri Semarang
  • Rahmawati Prihastuty Jurusan Psikologi, Fakultas Ilmu Pendidikan, Universitas Negeri Semarang
Keywords: Perceived Quality, Consumer, Local Brand, Global Brand, Cosmetic

Abstract

Produk yang terus mengalami peningkatan setiap tahunnya adalah produk kosmetik. Penelitian ini ditujukan untuk mengetahui tingkat perceived quality konsumen terhadap local cosmetic brand (Martha Tilaar) maupun global cosmetic brand (The Body Shop). Perceived Quality diukur melalui enam dimensi yaitu kinerja, fitur, keandalan, daya tahan, pelayanan serta gaya dan desain. Metode yang digunakan dalam penelitian ini adalah kuantitatif komparasi. Variabel penelitian ini yaitu perceived quality. Sampel penelitian ini adalah konsumen pengguna Martha Tilaar dan The Body Shop yang berada di Kota Semarang dengan teknik pengambilan sampel menggunakan incidental sampling sebanyak 100 responden. Instumen yang digunakan adalah Skala Likert yang dimodifikasi. Analisis data yang digunakan adalah Paired Sample T-Test. Hasil penelitian menunjukkan taraf signifikansi dari uji hipotesis adalah 0,481, artinya tidak terdapat perbedaan perceived quality konsumen terhadap local cosmetic brand dan global cosmetic brand. Sementara itu pada hasil penelitian per dimensi menunjukkan adanya perbedaan perceived quality pada kedua cosmetic brand tersebut dimana local cosmetic brand unggul pada dimensi kinerja dan daya tahan, sedangkan global cosmetic brand unggul pada keandalan, pelayanan serta gaya dan desain.

 

Products continues to increase every year is a cosmetic product. This study aimed to determine the level of perceived quality of the local consumers of cosmetic brands (Martha Tilaar) and global cosmetic brand (The Body Shop). Perceived Quality is measured through six dimensions of performance, features, reliability, durability, and style and design services. The method used in this study was a quantitative comparison. This research variables, namely perceived quality. The sample was Martha Tilaar consumers and users of The Body Shop is located in the city of Semarang with a sampling technique using incidental sampling of 100 respondents. Instrument used was a modified Likert Scale. Analysis of the data used is Paired Sample T-Test. The results showed a significance level of a hypothesis test is 0.481, meaning that there is no difference in the perceived quality of the local consumers of cosmetic brand and a global cosmetic brand.

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Published
2014-10-15
Section
Articles