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Studi Pada Konsumen Nature Republic Aloe Vera Soothing Gel Di Kota Medan) PENGARUH CUSTOMER SATISFACTION DAN TRUST IN BRAND TERHADAP LOYALITAS KONSUMEN (Studi Pada Konsumen Nature Republic Aloe Vera Soothing Gel di Kota Medan) SKRIPSI Diajukan Sebagai Salah Satu Syarat untuk Menyelesaikan Pendidikan Pada Program Studi Ilmu Administrasi Bisnis Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara Disusun Oleh : Ruth Astrid Sumihar 150907084 PROGRAM STUDI ILMU ADMINISTRASI BISNIS FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS SUMATERA UTARA MEDAN 2019 UNIVERSITAS SUMATERA UTARA FAKULTAS ILMU SOSIAL DAN ILMU POLITIK PROGRAM STUDI ILMU ADMINISTRASI BISNIS HALAMAN PERSETUJUAN Hasil skripsi telah disetujui untuk dipertahankan dan diperbanyak oleh: Nama : Ruth Astrid Sumihar NIM : 150907084 Program Studi : Ilmu Administrasi Bisnis Judul : Pengaruh Customer Satisfaction dan Trust in Brand terhadap Loyalitas Konsumen (Studi Pada Konsumen Nature Republic Aloe Vera Soothing Gel di Kota Medan) Medan, 14 April 2019 Pembimbing Ketua Program Studi Onan Marakali Siregar, S.Sos, M.Si Prof. Dr. Marlon Sihombing, MA NIP. 197401162014041001 NIP. 195908161986111003 Dekan Fakultas Ilmu Sosial dan Ilmu Politik Dr. Muryanto Amin, S.Sos, M.Si NIP. 197409302005011002 UNIVERSITAS SUMATERA UTARA FAKULTAS ILMU SOSIAL DAN ILMU POLITIK PROGRAM STUDI ILMU ADMINISTRASI BISNIS HALAMAN PENGESAHAN Skripsi ini telah dipertahankan di depan Panitia Penguji Skripsi Program Studi Ilmu Administrasi Bisnis Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara oleh: Nama : Ruth Astrid Sumihar NIM : 150907084 Program Studi : Ilmu Administrasi Bisnis Judul : Pengaruh Customer Satisfaction dan Trust in Brand Terhadap Loyalitas Konsumen (Studi Pada Konsumen Nature Republic Aloe Vera Soothing Gel, Medan Yang dilaksanakan pada: Hari : Tanggal : Jam : Panitia Penguji Ketua Penguji : Prof. Dr. Marlon Sihombing, M.A ( ) NIP. 195908161986111001 Penguji I : Onan M. Siregar, S.Sos, M.Si ( ) NIP. 197401162014041001 Penguji II : Feby Aulia Safrin, S.AB, M.A. ( ) NIP. 199202212018052001 SURAT PERNYATAAN Yang bertanda tangan di bawah ini, Nama : Ruth Astrid Sumihar NIM : 150907084 Menyatakan bahwa skripsi yang berjudul: “Pengaruh Customer Satisfaction dan Trust in Brand Terhadap Loyalitas Konsumen (Studi Pada Konsumen Nature Republic Aloe Vera Soothing Gel Medan” Merupakan hasil karya dan pekerjaan saya sendiri serta seluruh sumber yang dikutip maupun dirujuk telah saya nyatakan dengan benar sesuai dengan ketentuan. Apabila terbukti tidak demikian, saya bersedia menerima sanksi yang berlaku. Medan, 29 April 2019 Ruth Astrid Sumihar ABSTRAK PENGARUH CUSTOMER SATISFACTION DAN TRUST IN BRAND TERHADAP LOYALITAS KONSUMEN (Studi Pada Konsumen Nature Republic Aloe Vera Soothing Gel di Kota Medan) Nama : Ruth Astrid Sumihar NIM : 150907084 Program Studi : Ilmu Administrasi Bisnis Fakultas : Ilmu Sosial dan Ilmu Politik Dosen Pembimbing : Onan Marakali Siregar, S.Sos, M.Si Penelitian ini dilakukan untuk meneliti pengaruh customer satisfaction dan trust in brand terhadap loyalitas konsumen pada konsumen Nature Republic aloe vera soothing gel. Penelitian ini dilatarbelakangi oleh tingginya permintaan konsumen akan skin care Korea yang mengakibatkan banyaknya perusahaan Korea yang mengimpor produk skin carenya ke Indonesia. Penelitian ini menggunakan 96 responden sebagai sampel, dengan menggunakan purposive sampling sebagai teknik pengambilan sampelnya. Metode analisis yang digunakan adalah analisis kuantitatif yang meliputi uji validitas, uji reliabilitas, uji asumsi klasik, uji analisis linear berganda, uji-T, uji-F, dan uji koefisien determinasi. Data yang telah diuji kemudian diolah dengan menggunakan software pengolahan data statistik. Hasil dari olahan data menunjukan bahwa terdapat pengaruh customer satisfaction dan trust in brand terhadap loyalitas konsumen. Dari hasil uji koefisien determinasi dapat dilihat R square sebesar 0,319 atau 31,9% yang berarti bahwa terdapat pengaruh antara customer satisfaction dan trust in brand terhadap loyalitas konsumen pada konsumen Nature Republic Aloe Vera Soothing Gel. Sedangkan, sebesar 68,1% dipengaruhi oleh faktor lain. Data lain juga menunjukkan adanya pengaruh customer satisfaction dan trust in brand terhadap loyalitas konsumen, hal ini terlihat dari hasil t hitung lebih besar dari t tabel, dari hasil ini dapat disimpulkan bahwa Ha diterima dan H0 ditolak. Berdasarkan hal tersebut dapat disimpulkan bahwa variabel customer satisfaction dan trust in brand terdapat pengaruh yang signifikan terhadap variabel loyalitas konsumen. Kata Kunci : Customer Satisfaction, Trust in Brand, Loyalitas Konsumen i ABSTRACT THE EFFECT OF CUSTOMER SATISFACTION AND TRUST IN BRAND AGAINST CONSUMER LOYALTY (Study of Nature Republic Consumers Aloe Vera Soothing Gel in Medan City) Name :Ruth Astrid Sumihar NIM :150907084 Study Program : Business Administration Science Faculty : Social and Political Sciences Advisor : Onan Marakali Siregar, S.Sos, M.Si The Research was conducted to examine the effect of customer satisfaction and trust in brand on consumer loyalty at Nature Republic Aloe Vera Soothing Gel consumers, which was motivated by the high consumer demand for skin care Korean which resulted in many Korean companies exporting their products skin care to Indonesia. This research uses 96 respondents as samples, using purposive sampling as a sampling technique. The analytical method used is quantitative analysis which includes validity test, reliability test, classic assumption test, multiple linear analysis test, T-test, F-test, and test coefficient of determination. The data that has been tested is then processed using statistical data processing software. The results of processed data show that there is an effect of customer satisfaction and trust in brand on consumer loyalty. From the test results of the coefficient of determination, it can be seen that R square is 0.319 or 31.9% which means that there is an influence between customer satisfaction and trust in brand on consumer loyalty at Nature Republic consumers Aloe Vera Soothing Gel. Meanwhile, 68.1% is influenced by other factors. Other data also shows the influence of customer satisfaction and trust in brand on consumer loyalty, this can be seen from the results of t count greater than t table, from this result it can be concluded that Ha accepted and H0 rejected. Based on this, it can be concluded that the variable customer satisfaction and trust in brand have a significant influence on the variable consumer loyalty. Keywords: Customer Satisfaction, Trust in Brand, Consumer Loyalty ii KATA PENGANTAR Segala puji dan hormat kepada Bapa, Putra dan Roh Kudus yang telah memberikan kasih karuniaNya kepada penulis sehingga dapat menyelesaikan skripsi ini. Penulisan skripsi ini disusun untuk diajukan sebagai salah satu syarat untuk menyelesaikan studi dan memperoleh gelar Sarjana Ilmu Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sumatera Utara. Skripsi ini berjudul “Pengaruh Customer Satisfaction dan Trust in Brand Terhadap Loyalitas Konsumen (Studi Pada Konsumen Nature Republic Aloe Vera Soothing Gel, Medan)”. Isi dari skiripsi ini penulis menjelaskan seberapa besar pengaruh customer satisfaction dan trust in brand terhadap loyalitas konsumen pada konsumen Nature Republic Aloe Vera Soothing Gel, Medan. Penulis menyadari banyak kesulitan yang penulis alami dalam penyusunan skripsi ini, namun dengan adanya perhatian, arahan, dan bimbingan dari berbagai pihak akhirnya penulis dapat menyelesaikan skripsi ini, oleh karena itu, pada kesempatan ini penulis menyampaikan ungkapan terimakasih kepada : 1. Bapak Dr. Muryanto Amin, S.Sos, M.Si selaku Dekan Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sumatera Utara 2. Bapak Prof. Dr. Marlon Sihombing, MA selaku Ketua Program Studi Ilmu Administrasi Bisnis FISIP USU. 3. Ibu Dr. Beti Nasution, M.Si selaku Sekretaris Program Studi Ilmu Administrasi Bisnis FISIP USU. 4. Bapak Onan Marakali Siregar, S.Sos, M.Si selaku Dosen Pembimbing skripsi yang telah bersedia memberikan sumbangan pemikiran, koreksi, iii bimbingan serta arahan dengan sabar dalam membantu penulis menyelesaikan skripsi ini dengan baik dan benar. 5. Seluruh staff dan dosen Program Studi Ilmu Administrasi Bisnis yang telah memberikan ilmu pada penulis. 6. Kedua orangtua penulis Bapak B. Manurung dan Alm. Ibu S.P. Pangaribuan yang selalu menjadi motivasi penulis untuk menyelesaikan skripsi ini dengan tepat waktu. 7. Ketiga abang penulis Adrian Hotma Batara Manurung, SE, Surya Daniel Jonathan, SE, Yosua Mangasi Anggara Manurung, S.IA, serta satu- satunya kakak penulis Grace Ombun Meilisa Sihombing, SE, MM, yang selalu memberi dukungan dan masukan pada penulis dalam menulis skripsi ini. 8. Satrio Binsar Williyam Napitupulu, S.Pd, yang selalu siap sedia membantu penulis dalam segala kesulitan, dan selalu memberikan semangat kepada penulis. 9. Teman – teman terdekat penulis “The Tutung’s” Valerie Gabriella Sitepu, Lulu Theresa Panjaitan, Christy Ardelia Tarigan, Indriyani Barus, Irsyad Afif, Rifqi Syauqy, Aidil Fadli Dalimunthe, Samuel Rizky Pardosi, Muhammad Hafidz Baihaqi, Ahmad Rusadi Ritonga, Auro Garry William Simamora, Kevin Ari Natayuda Damanik, Irsyad Permadi Sitorus, Ilman Hairullah, Syafridho Tirawan Siregar, Muhammad Ramadhan Sembiring, dan Gerri Ray Akbar yang sudah menemani perkuliahan penulis selama hampir 4 tahun ini. iv 10. Bella Riama Adeberta Cornelia Sidabalok, Debby Nadya Asti, Resty Warjani, dan lain-lain, teman seperbimbingan penulis, buat kerja samanya dan bantuan kepada penulis dalam menyelesaikan skripsi ini.
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