1. Home
  2. Vol 3, No 3 (2025)
  3. Tampubolon

Pengaruh Diferensiasi Produk dan Citra Merek Terhadap Minat Beli Ulang Produk Scarlett Whitening

Author


Rhoni Ilham Tampubolon(1Mail),
(1) Prodi Perbankan Syariah, STAI AL-HIKMAH MEDAN, Indonesia

Mail Corresponding Author
Article Analytic
  [File Size: 468KB]  Language: en
Available online: 2025-04-22  |  Published : 2025-04-22
Copyright (c) 2025 Rhoni Ilham Tampubolon
Article can trace at:

Article Metrics

Abstract Views: 46 times PDF Downloaded: 28 times

Abstract


The purpose of this study was to determine "The Effect of Product Differentiation and Brand Image on Interest in Buying Scarlett Whitening Products (Case Study of Scarlett Body Lotion Products in the People of Pematang Jaya Langkat District)". two variables, where the variable is measured by a Likert scale. The population in this study were 366 people who were female with a sample of 191 respondents taken from part of the existing population. And by using the Slovin formula technique. Data processing was carried out using SPSS 24 software. The results of this study indicate that the Effect of Product Differentiation and Brand Image partially has a positive and significant effect on repurchase interest in Scarlett Whitening Products (Case Study of Scarlett Body Lotion Products in the People of Pematang JayaLangkat District). Product differentiation and brand image simultaneously have a positive and significant effect on repurchase interest in Scarlett Whitening Products (Case Study of Scarlett Body Lotion Products in the People of Pematang Jaya Langkat District).


Keywords


Product Differentiation, Brand Image and Money Buying Interest.

References


Anang, R, S (2017). Pengaruh Keinovasian Produk, Diferensiasi Produk, Dan Citra Merek Terhadap Keputusan Pembelian Melalui Minat Beli Televisi Polytron Di Kecamatan Demak Jurnal Ekonomidan Bisnis.

Asada, A. S. D. (2021). Dataset Luas Wilayah Dan Jumlah Penduduk Kecamatan Pematang Jaya2021. Kecpulaurakyat. Https://Data.Langkatkab.Go.Id/C_Utama/Detail_Dataset/132#

Augusty, F. (2014). Metode Penelitian Manajemen (B. Penerbit U. Diponegoro (Ed.); Edisi 5).

Biel, D. A. A. Dan A. L. (2009). Brand Equity And Advertising. Lawrence Erlbaum Associates. Inc.

Evelina, Nela, H. D. Dan S. L. (2012). Pengaruh Citra Merek, Kualitas Produk, Harga, Dan Promosi Terhadap Keputusan Pembelian Kartu Perdana Telkomflexi. Semarang: Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Diponegoro. Journal Of Social And Politic. 1-11.

Fitria, K, U, F. (2019). Pengaruh Citra Merek Terhadap Mint Beli Ulang Sepatu Adidas Di Malang Melalui Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Kasus Pada Toko Sport Stationdiyono, Malang). Jurnal Ilmu Manajemen, Volume 4, 2.

Imam, G. (2011). Aplikasi Analisis Multivariate Dengan Program Spss (B. P. U. Diponegoro (Ed.)).

Indriantoro, Nur. Supomo, B. (2013). Metodologi Penelitian Bisnis Untuk Acutance & Manajemen. Bpfe.

Kotler, P. (2005). Manajemen Pemasaran (Edisi Kese). Pt. Intan Sejati Klaten.

Kotler Philip, K. L. K. (2012). Manajemen Pemasaran (Erlangga (Ed.); Edisi 12)

Monica, A. (2021). Pengaruh Celebrity Endorser, Citra Merek, Dan Kepercayaan Merek Terhadap Minat Beli Produk Scarlett. Universitas Sanata Dharma Yogyakarta, 1(0), 147.

Peter, J. P. Dan J. C. O. (2002). Perilaku Konsumen Dan Strategi Pemasaran. Erlangga.

Philip, K. K. L. K. (2017). Manajemen Pemasaran (Edisi-12 J). Pt Macanan Jaya Cemerlang.

Purnamasari, R. P. (2018). Pengaruh Citra Merek, Diferensiasi Produk Dan Positioning Terhadap Proses Keputusan Pembelian Di Hotel Bintang 4 Di Kota Bandung. Barista : Jurnal Kajian Bahasa Dan Pariwisata, 5(2), 191202. Https://Doi.Org/10.34013/Barista.V5i2.121

Ramdini, D. S., & Ismunandar, I. (2020). Pengaruh Diferensiasi Produk Terhadap Minat Beli Konsumen (Studi Kasus Banana Pop Kota Bima). J-Mas (Jurnal Manajemen Dan Sains), 5(1), 150. Https://Doi.Org/10.33087/Jmas.V5i1.163

Riskita, A. (2024). Perjalanan Bisnis Scarlett Whitening. Store.Sirclo.Com. Sangadji, Etta Mamang, S. (2013). Perilaku Konsumen. Andi.

Sari, E. N. (2021). Pengaruh Diferensiasi Produk Dan Citra Merek Terhadap Keputusan Pembelian Produk Kosmetik Wardah Pada Mahasiswa Di Ponorogo.

Sugiyono. (2011). Metodepenelitianadministrasidilengkapidenganmetode R&D. Cvalfabeta.


Refbacks

  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.