PENGARUH SERVICE QUALITY, PRODUCT QUALITY, DAN SALESPERSON COMPETENCE TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER SATISFACTION DAN TRUST OF MANUFACTURER PADA PRODUK KOSMETIK MAYBELLINE DI SURABAYA
YUNUS, VIVY FAREIZHA PRATIALOVA
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Cosmetics industry in Indonesia continues to increase every year. This is evidenced by the increasing number of types of cosmetics circulating form of cosmetic products made in the country and abroad. One of the famous cosmetic product is Maybelline New York. Maybelline is a worldwide famous cosmetic product and now has spread throughout Indonesia. Maybelline is one of the famous cosmetic brand in the United States, is owned by cosmetics company L'Oreal's with famous slogan is "Maybe she's born with it. Maybe it's Maybelline". Inspired by modern women, Maybelline New York to bring innovative products with the latest technology, up-to-date with trends, the complete range of products, and of course affordable for all women, to always look beautiful and confident (maybelline.co id be downloaded on May 12, 2014). 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 Maybelline cosmetics products in Surabaya. The sample used in this study is Maybelline customers domiciled in Surabaya, with vulnerable women aged between 18 to 60 years, has been buying and using Maybelline cosmetic products within the last 3 months, a number of 120 respondents. For processing and analyzing the data in this research used SPSS software version 16.0. 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 Maybelline 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 Maybelline cosmetics products for example by providing services to customers quickly. In addition, by way of further improve product quality by issuing Maybelline makeup variants corresponding to the season for example issuing Summer Collection makeup during the summer.