PERAN BRAND AMBASSADOR DAN PRODUCT QUALITY TERHADAP CUSTOMER SATISFACTION DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA PRODUK SKINCARE (SOMETHINC)
DOI:
https://doi.org/10.31004/joecy.v6i1.8331Keywords:
Brand Ambassador, Brand Image, Customer Satisfaction, Product Quality, SkincareAbstract
Industri skincare Indonesia berkembang pesat di kalangan Gen Z, namun studi sebelumnya menunjukkan pengaruh tidak konsisten brand ambassador dan kualitas produk terhadap kepuasan, dengan brand image sebagai mediator potensial. Penelitian kuantitatif eksplanatori ini mensurvei 165 pengguna Somethinc (purposive sampling; 63.5% usia 17-21, 75.8% perempuan) pakai kuesioner Likert 20 item, dianalisis PLS-SEM SmartPLS 4.1 (uji outer/inner, bootstrapping). Semua variabel "tinggi" (rata-rata 3.72-4.14); brand ambassador signifikan ke brand image (β=0.218, p=0.042) dan kepuasan (β=0.210, p=0.020), kualitas produk ke image (β=0.498, p=0.000) tapi tidak langsung kepuasan (β=0.147, p=0.167), image mediasi kualitas-kepuasan (β=0.261, p=0.001) tapi tidak ambassador-kepuasan (β=0.114, p=0.055; R²=58%). Brand image jembatani kualitas ke kepuasan; sarankan duta merek VCAP untuk loyalitas.
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