Model Kesetiaan Merek Kosmetika Hijau: Peran Kepuasan Pelanggan, Pengalaman Merek, Citra Merek, dan Cinta Merek

Nur Halimah; Waluyo Budi Atmoko; Didik Setyawan

doi:10.59945/jpnm.v4i3.1532

Authors

Nur Halimah Universitas Setia Budi Surakarta
Waluyo Budi Atmoko Universitas Setia Budi Surakarta
Didik Setyawan Universitas Setia Budi Surakarta

DOI:

https://doi.org/10.59945/jpnm.v4i3.1532

Keywords:

Kesetiaan Merek, Kosmetika Hijau, Cinta Merek, Kepuasan Pelanggan, Pengalaman Merek, Citra Merek

Abstract

Penelitian ini bertujuan menguji pengaruh kepuasan pelanggan, pengalaman merek, citra merek, dan cinta merek terhadap kesetiaan merek pada konsumen kosmetika hijau di Indonesia. Penelitian dilatarbelakangi oleh meningkatnya kesadaran konsumen terhadap produk ramah lingkungan, namun pangsa pasar kosmetika hijau masih lebih rendah dibandingkan kosmetika konvensional. Model penelitian merupakan replikasi dari Le et al. (2025) yang diuji pada konteks konsumen Indonesia. Penelitian menggunakan pendekatan kuantitatif dengan desain survei dan analisis Structural Equation Modelling (SEM). Sampel penelitian berjumlah 244 responden yang merupakan konsumen kosmetika hijau berusia minimal 21 tahun dan telah melakukan pembelian lebih dari tiga kali. Teknik pengambilan sampel menggunakan purposive sampling. Hasil penelitian menunjukkan bahwa seluruh hipotesis penelitian didukung. Kepuasan pelanggan, pengalaman merek, dan citra merek berpengaruh positif terhadap cinta merek. Kepuasan pelanggan, pengalaman merek, citra merek, dan cinta merek juga berpengaruh positif terhadap kesetiaan merek. Temuan ini menunjukkan bahwa semakin tinggi tingkat kepuasan, semakin positif pengalaman penggunaan, serta semakin baik citra merek yang dirasakan konsumen, maka semakin kuat keterikatan emosional konsumen terhadap merek serta mendorong terbentuknya kesetiaan merek. Penelitian ini memberikan implikasi praktis bagi perusahaan kosmetika hijau untuk meningkatkan loyalitas konsumen melalui penciptaan pengalaman merek yang positif, pemeliharaan kepuasan pelanggan, penguatan citra merek, serta pembangunan hubungan emosional yang kuat dengan konsumen. Secara teoritis, penelitian ini memperkuat model kesetiaan merek pada konteks kosmetika hijau di Indonesia serta memperluas bukti empiris mengenai faktor-faktor yang memengaruhi kesetiaan merek.

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