Persepsi Harga, Brand Trust dan Kualitas Produk: Faktor Kunci Niat Beli Ulang Skincare Wardah
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Penelitian ini bertujuan menganalisis pengaruh persepsi harga, brand trust, dan kualitas produk terhadap niat beli ulang skincare Wardah. Penelitian menggunakan pendekatan kuantitatif melalui survei terhadap 101 responden. Hasil analisis menunjukkan bahwa brand trust dan kualitas produk berpengaruh positif terhadap niat beli ulang, sedangkan persepsi harga tidak terbukti berpengaruh secara signifikan terhadap niat beli ulang. Temuan ini mengindikasikan bahwa keputusan konsumen untuk membeli kembali skincare Wardah lebih banyak ditentukan oleh tingkat kepercayaan terhadap merek dan penilaian terhadap kualitas produk dibandingkan pertimbangan harga. Implikasi praktisnya, perusahaan perlu memprioritaskan upaya membangun kepercayaan merek secara konsisten serta menjaga kualitas produk agar mampu memperkuat kecenderungan pembelian ulang.
Kata Kunci: persepsi harga; brand trust; kualitas produk; niat beli ulang; Wardah.
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DOI: https://doi.org/10.37531/yume.v8i3.11011
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