ANALISIS PENGARUH SERVICE QUALITY, PRODUCT QUALITY, DAN SALESPERSON COMPETENCE TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER SATISFACTION DAN TRUST OF MANUFACTURER PADA PRODUK KOSMETIK REVLON DI SURABAYA

Abstract

Cosmetics are identic with women. Besides fashion, cosmetics also become a trend that counts by women. Due to the rapid development of cosmetics, so many cosmetic brands that emerge both from domestic and abroad. However, there is cosmetic brand that has been worldwide and still survive until now, that is Revlon. Revlon is a successful cosmetics company from USA abroad including in Indonesia. Revlon has penetrated Indonesia since 1960s and listed as the first foreign cosmetics brand to enter Indonesia (revlonindonesia.co.id downloaded on August 1, 2017). This study aimed to determine the effect of service quality, product quality, and the salesperson competence to repurchase intention through customer satisfaction and trust of manufacturer in Revlon cosmetics products in Surabaya. The sample used in this study is Revlon customers domiciled in Surabaya, with vulnerable women aged between 18 to 60 years, has been buying and using Revlon cosmetic products within the last 3 months, a number of 115 respondents. For processing and analyzing the data in this research used SPSS software version 22.0. The analysis showed that the positive effect of Service Quality to Customer Satisfaction, Product Quality positive influence on Customer Satisfaction, Salesperson Competence positive influence on the Trust of Manufacturer, Customer Satisfaction positive effect on Trust of Manufacturer, Customer Satisfaction has positive influence on Repurchase Intention, Trust of Manufacturer influential positively to Repurchase Intention. Based on the results of the study found that Revlon should pay attention to the variables of Service Quality and Product Quality to increase sales by ensuring that the customer gets a pleasant experience for shopping this can be done by providing the best possible service to customers Revlon cosmetics products for example by providing services to customers quickly. In addition, by way of further improve product quality by issuing Revlon makeup variants corresponding to the season for example issuing Christmas Edition during Christmas.