SANTI, DEVI DWI (2023) PENGARUH BRAND POSITIONING DAN PERCEIVED QUALITY TERHADAP CUSTOMER LOYALTY MELALUI CUSTOMER SATISFACTION SEBAGAI VARIABEL INTERVENING (Studi pada Pengguna Pond’s Whitening Cream di Kabupaten Sleman). Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

The need for beauty productsisincreasing from yearto year. Thisis because people
are already aware of the importance of protecting skin beauty. This potential
encourages the development of the beauty or skincare product industry. This is
marked by the increasingly tight competition between beauty brands. Unilever is a
company engaged in the field of fast-moving consumer goods, one of which is
beauty products such as Pond's. Pond's flagship product with the benefit of
brightening the face is called Pond's White Beauty. Based on sales data, Unilever
Distributors of the Sleman Branch experienced decreased revenue in 2019-2021.
The purpose of this study is to determine the effect of Brand Positioning and
Perceived Quality on Customer Loyalty through Customer Satisfaction as
Intervening Variables for Pond's Whitening Cream consumers in Sleman. The
sample for this research was 100 respondents using a non-probability sampling
technique, namely purposive sampling. Data collection techniques were carried out
through questionnaires, literature studies, and interviews. This study uses
SmartPLS 3.3.3 along with quantitative analysis. The analysis carried out includes
the analysis of the outer model and the inner model.
The results of this study indicate that brand positioning and perceived quality are
proven to influence customer satisfaction and customer loyalty. Brand positioning
and perceived quality contribute 68% to customer loyalty, brand positioning and
perceived quality contribute 60% to customer satisfaction. Customer satisfaction is
significant in mediating the independent variable on the dependent variable,
namely providing partial mediation.
Based on these results, it is suggested that Pond's Whitening Cream offers the
advantage of offering different products so that consumers can recognize the
product better. Pond's whitening cream also needs to improve quality control
before the product is marketed. It is also necessary to research consumer needs and
expectations to evaluate product quality improvement and benefits.
Keywords: brand positioning, perceived quality, customer satisfaction, customer
loyalty

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