ANALISIS PENGARUH CUSTOMER EXPECTATION DAN PERCEIVED QUALITY TERHADAP CUSTOMER LOYALTY MELALUI PERCEIVED VALUE DAN CUSTOMER SATISFACTION PADA PELANGGAN NATASHA SKIN CARE DI SURABAYA

Abstract

In era of globalization, the growth of the field of personal care in Indonesia has boomed and manufactures of bussiness opportunities, one them a Natasha Skin Care. This has led to increasingly tight competition between personal care. In facing increasingly fierce competition it needs to know the factors that affect customer satisfaction, which also need to know how much customer expectation, perceived value and perceived quality that exists in the minds of consumers can affaect customer loyalty Natasha Skin Care product and service. This study aim to determine the positive influence between the variables of customer expectation, perceived value, perceived quality and customer satisfaction on customer loyalty to the product and service of Natasha Skin Care. In addition, this study also aimed to determine the effect of customer expectation variables, variables perceived value and variables perceived quality to the customer satisfaction on product and service of Natasha Skin Care. The sample used in this study were men and woman who make the purchase and used of the product and service of Natasha skin care at least twice within the last three months, with ages between 18 years to 60 years of age and have a member cards. Samples were taken using purposive sampling technique. The data analysis technique used in this study is Linear Regression Test. The results show that perceived value significantly influence the customer satisfaction of 0,844 with a direct positive direction. Customer expectation significantly influence the perceived value of 0,562 with a direct positive direction. Customer expectation significantly influence the customer loyalty of 0,2 61 with a direct positive direction. Perceived quality significantly influence the customer loyalty of 0,270 with a direct positive direction. customer satisfaction significantly influence the customer loyalty of 0,228 with a direct positive direction. Perceived quality significantly influence the perceived value of 0,227 with a direct positive direction.