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Submitted
24 March 2023
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26 March 2023
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26 March 2023
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Abstract

Konsumsi kosmetik pada masyarakat terus berkembang dengan perubahan gaya hidup dan pola konsumsinya. Industri kosmetik di Indonesia yang berkembang dari tahun ke tahun membuka peluang besar dalam industri kecantikan karena besarnya pasar di Indonesia dan tingginya permintaan masyarakat untuk produk kosmetik. Penelitian ini bertujuan untuk menguji pengaruh dari kualitas layanan, lingkungan layanan, dan kepuasan emosional terhadap persepsi produk dan niat perilaku studi empiris pada Toko Sociolla. Pengujian model dan hipotesis dilakukan dengan menggunakan sampel 242 responden. Data diambil menggunakan kuesioner dengan populasi orang-orang yang pernah mengunjungi Toko Sociolla. Pengambilan sampel menggunakan teknik purposive sampling. Uji hipotesis menggunakan metode SmartPLS-SEM 3.0. Variabel pada penelitian ini membentuk lima hipotesis. Penelitian ini memberikan hasil bahwa kualitas layanan, lingkungan layanan, dan kepuasan emosional berpengaruh positif dan signifikan terhadap persepsi produk dan niat perilaku konsumen. Diharapkan dengan adanya penelitian ini dapat memjadi acuan manajerial dalam menentukan strategi perusahaan dalam meningkatkan hubungannya dengan konsumen serta mendorong niat dan rekomendasi konsumen ketika berbelanja di Sociolla.

Keywords

kualitas layanan lingkungan layanan kepuasan emosional persepsi produk niat perilaku

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Copyright (c) 2023 Nurul Wahyuning Tyas, Ratna Roostika

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Tyas, N. W., & Roostika, R. (2023). Pengaruh Kualitas Layanan, Lingkungan Layanan, dan Kepuasan Emosional terhadap Persepsi Produk dan Niat Perilaku: (Studi Empiris pada Toko Sociolla). Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(1), 237–249. Retrieved from https://journal.uii.ac.id/selma/article/view/27998
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