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PERBANDINGAN TINGKAT KEPUASAN KONSUMEN PADA NATURE REPUBLIC ALOE VERA GEL DAN WARDAH ALOE VERA GEL (Studi Pada Mahasiswa Di Lima Universitas Swasta Yogyakarta)

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PERBANDINGAN TINGKAT KEPUASAN KONSUMEN PADA NATURE REPUBLIC ALOE VERA GEL DAN WARDAH ALOE VERA GEL (Studi Pada Mahasiswa Di Lima Universitas Swasta Yogyakarta) PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PERBANDINGAN TINGKAT KEPUASAN KONSUMEN PADA NATURE REPUBLIC ALOE VERA GEL DAN WARDAH ALOE VERA GEL (Studi Pada Mahasiswa Di Lima Universitas Swasta Yogyakarta) Skripsi Diajukan untuk Memenuhi Salah Satu Syarat Memperoleh Gelar Sarjana Ekonomi Program Studi Manajemen Oleh:: Bernadeta Yulinda NIM : 162214038 PROGRAM STUDI MANAJEMEN JURUSAN MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS SANATA DHARMA YOGYAKARTA 2020 PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI PERBANDINGAN TINGKAT KEPUASAN KONSUMEN PADA NATURE REPUBLIC ALOE VERA GEL DAN WARDAH ALOE VERA GEL (Studi Pada Mahasiswa Di Lima Universitas Swasta Yogyakarta) Skripsi Diajukan untuk Memenuhi Salah Satu Syarat Memperoleh Gelar Sarjana Ekonomi Program Studi Manajemen Oleh:: Bernadeta Yulinda NIM : 162214038 PROGRAM STUDI MANAJEMEN JURUSAN MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS SANATA DHARMA YOGYAKARTA 2020 i PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI MOTTO DAN PERSEMBAHAN “Andalkan lah Tuhan dalam segala hal niscaya hasil terbaik akan diberikan” (Mazmur 37:5) “Kuatkan hatimu, jangan lemah semangatmu, karena ada upah bagi usahamu!” (2 Tawarikh 15:7) “Tidak ada keberhasilan tanpa perjuangan dan tidak ada perjuangan tanpa pengorbanan” “Banggalah dengan seberapa jauh kamu berjuang. Percayalah pada seberapa jauh kamu bisa melangkah. Tapi jangan lupa untuk menikmati perjalanannya” “Kesulitan itu sementara dan kesuksesan itu pasti, bila ada usaha dan doa” Skripsi ini dipersembahkan kepada : Bapak dan Ibuku tercinta, Saudaraku yang terkasih, Serta kekasih dan sahabat yang setia iv PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI DAFTAR ISI HALAMAN JUDUL ................................................................................... i HALAMAN PERSETUJUAN PEMBIMBING ......................................... ii HALAMAN PENGESAHAN ..................................................................... iii HALAMAN MOTTO DAN PERSEMBAHAN ......................................... iv HALAMAN PERNYATAAN KEASLIAN KARYA TULIS .................... v HALAMAN PERNYATAAN PERSETUJUAN PUBLIKASI .................. vi HALAMAN KATA PENGANTAR............................................................ vii HALAMAN DAFTAR ISI .......................................................................... x HALAMAN DAFTAR TABEL .................................................................. xii HALAMAN DAFTAR GAMBAR ............................................................. xiii HALAMAN DAFTAR LAMPIRAN .......................................................... xiv HALAMAN ABSTRAK ............................................................................. xv HALAMAN ABSTRACT ........................................................................... xvi BAB I PENDAHULUAN ............................................................................ 1 A. Latar Belakang Masalah .................................................................. 1 B. Rumusan Masalah ........................................................................... 5 C. Pembatasan Masalah ....................................................................... 6 D. Tujuan Penelitian ............................................................................ 6 E. Manfaat Penelitian .......................................................................... 6 BAB II KAJIAN PUSTAKA ...................................................................... 8 A. Landasan Teori ................................................................................ 8 B. Penelitian Sebelumnya .................................................................... 24 C. Kerangka Konseptual Penelitian ...................................................... 25 D. Hipotesis Penelitian ......................................................................... 26 BAB III METODE PENELITIAN ............................................................. 27 A. Jenis Penelitian ................................................................................ 27 B. Waktu dan Lokasi Penelitian ........................................................... 27 C. Variabel Penelitian .......................................................................... 27 D. Populasi dan Sampel ....................................................................... 29 E. Unit Analisis ................................................................................... 31 F. Teknik Pengambilan Sampel ........................................................... 32 G. Sumber Data ................................................................................... 32 H. Teknik Pengumpulan Data .............................................................. 33 I. Teknik Pengujian Instrumen ............................................................ 33 J. Teknik Analisis Data ....................................................................... 36 BAB IV GAMBARAN UMUM SUBJEK PENELITIAN ......................... 40 A. Sejarah Perusahaan Nature Republic ............................................... 40 B. Sejarah Perusahaan Wardah ............................................................ 46 BAB V ANALISIS DATA DAN PEMBAHASAN ..................................... 52 A. Teknik Pengujian Instrumen ............................................................ 53 B. Teknik Analisis Data ....................................................................... 56 C. Pembahasan .................................................................................... 65 BAB VI KESIMPULAN, SARAN, DAN KETERBATASAN ................... 71 A. Kesimpulan ..................................................................................... 71 x PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI B. Saran ............................................................................................... 72 C. Keterbatasan.................................................................................... 74 DAFTAR PUSTAKA .................................................................................. 75 LAMPIRAN ................................................................................................ 78 xi PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI DAFTAR TABEL No Judul Halaman III.1 Pendistribusian Sampel 31 III.1 Tabel Interpretasi Kepuasan Pelanggan 37 V.1 Hasil Uji Validitas Harapan Nature Republic Aloe Vera Gel 53 V.2 Hasil Uji Validitas Kenyataan Nature Republic Aloe Vera Gel 53 V.3 Hasil Uji Validitas Harapan Wardah Aloe Vera Gel 53 V.4 Hasil Uji Validitas Kenyataan Wardah Aloe Vera Gel 54 V.5 Hasil Uji Reliabilitas Harapan Nature Republic Aloe Vera Gel 55 V.6 Hasil Uji Reliabilitas Kenyataan Nature Republic Aloe Vera Gel 55 V.7 Hasil Uji Reliabilitas Harapan Wardah Aloe Vera Gel 55 V.8 Hasil Uji Reliabilitas Kenyataan Wardah Aloe Vera Gel 56 V.9 Karakteristik Responden Nature Republic Berdasarkan Usia 57 V.10 Karakteristik Responden Wardah Berdasarkan Usia 57 V.11 Karakteristik Responden Nature Republic Berdasarkan Uang Saku 58 V.12 Karakteristik Responden Wardah Berdasarkan Uang Saku 58 V.13 Tabel Interpretasi Kepuasan Pelanggan 69 V.14 IKP Terhadap Kualitas Produk Nature Republic 60 V.15 IKP Terhadap Kualitas Produk Wardah Aloe Vera Gel 62 V.16 Hasil Uji Normalitas 64 V.17 Hasil Uji Independent Sample T-Test 64 xii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI DAFTAR GAMBAR No Judul Halaman I.1 Nature Republic Aloe Vera Gel dan Wardah Aloe Vera Gel 3 II.1 Kerangka Pemikiran Perbedaan Kepuasan Konsumen Nature dan Wardah 25 IV.1 Nature Republic Aloe Vera Gel 43 IV.2 Kemasan Jar Nature Republic Aloe Vera Gel 44 IV.3 Kemasan Tube Nature Republic Aloe Vera Gel 45 IV.4 Wardah Aloe Vera Gel 49 IV.5 Kemasan Lama Wardah Aloe Vera Gel 50 IV.6 Kemasan Baru Wardah Aloe Vera Gel 51 xiii PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI DAFTAR LAMPIRAN No Judul Halaman 1 Kuesioner Penelitian 78 2 Data Hasil Penelitian 87 3 Hasil Olah Data SPSS 94 xiv PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI ABSTRAK PERBANDINGAN TINGKAT KEPUASAN KONSUMEN PADA NATURE REPUBLIC ALOE VERA GEL DAN WARDAH ALOE VERA GEL (Studi Pada Mahasiswa Di Lima Universitas Swasta Yogyakarta) Bernadeta Yulinda Universitas Sanata Dharma Yogyakarta 2020 Penelitian ini bertujuan untuk mengetahui : 1) Bagaimana kepuasan konsumen yang menggunakan produk Nature Republic Aloe Vera Gel, 2) Bagaimana kepuasan konsumen yang menggunakan produk Wardah Aloe Vera Gel, 3) Perbedaan kepuasan antara konsumen yang menggunakan produk Nature Republic Aloe Vera Gel dan yang menggunakan produk Wardah Aloe Vera Gel. Teknik pengambilan sampel menggunakan purposive sampling. Penelitian ini menggunakan sampel 100 responden dengan ketentuan 30 konsumen UII, 29 konsumen UAD, 15 konsumen UAJY, 14 konsumen UTY dan 12 konsumen UAY. Teknik pengujian instrumen dalam penelitian ini yaitu uji validitas dan uji reliabilitas, sedangkan teknik analisis data yang digunakan adalah Indeks Kepuasan Pelanggan (IKP) yang hasilnya berasal dari hasil Kenyataan dikurangi hasil Harapan data dan uji Independent Sample T-test. Hasil penelitian menunjukkan bahwa : 1) Konsumen pengguna Nature Republic Aloe Vera Gel merasa sangat puas dengan kualitas produk pada Nature Republic Aloe Vera Gel, 2) Konsumen Wardah Aloe Vera Gel merasa sangat puas dengan kualitas produk pada Wardah Aloe Vera Gel, 3) Tidak terdapat perbedaan kepuasan antara konsumn Nature Republic Aloe Vera Gel dan konsumen Wardah Aloe Vera Gel. Kata Kunci : Kepuasan Konsumen, Perbandingan Kepuasan Konsumen, Produk Kecantikan xv PLAGIAT MERUPAKAN TINDAKAN TIDAK TERPUJI ABSTRACT THE COMPARISON OF CUSTOMER SATISFACTION LEVELS IN NATURE REPUBLIC
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