Abstract,
The purpose of this researchwas to determine the effect of product
attributes (brand, quality, design, packaging, label, and service) on the
repurchase interest of Maybelline cosmetics among consumers in the city
of Banjarmasin both partially, simultaneously, and most dominantly.
The population in this research were 300 customers who used
Maybeline's products, while the sample that was obtained was as many as
60 people. The method of data analysis in this study used multiple linear
regression methods with the help of the SPSS version 22.0 application.
The results of the research found that Maybelline's product
attributes (brand, quality, design, packaging, label, and service) were
good enough, using SPSS version 22.0 for windows. Of the six elements
have a significant value on the repurchase interest of Maybelline
cosmetics to consumers in the city of Banjarmasin. This research shows
that the variables Brand (X1), Quality (X2), Design (X3), Packaging (X4),
Label (X5), Service (X6) have a positive effect partially and simultaneously
on repurchase interest. From the results of the coefficient of
determination, the beta value of the largest number is 0.245 with the
largest contribution of 21.5%, that the Design variable (X3) has a
dominant influence on the repurchase interest of Maybelline cosmetics
among consumers in the city of Banjarmasin.
Key Word: Product Attributes (Brand, Quality, Design, Packaging, Label,
And Service), Repurchase Interest Abstrak,
Tujuan Penelitian ini adalah untuk mengetahui pengaruh Atribut
Produk (merek, kualitas, desain, kemasan, label, dan pelayanan) terhadap
minat beli ulang kosmetik Maybelline pada konsumen di kota Banjarmasin
baik secara parsial, simultan, dan paling dominan.
Populasi dalam penelitian ini adalah 300 orang pelanggan yang
memakai produk Maybeline sedangkan sampel yang di dapat berjumlah
sebanyak 60 orang. Metode analisis data dalam penelitian menggunakan
metode regresi linier berganda dengan bantuan aplikasi SPSS versi 22.0.
Hasil penelitian menemukan bahwa Atribut Produk (merek,
kualitas, desain, kemasan, label, dan pelayanan) Maybelline sudah cukup
baik, dengan menggunakan SPSS versi 22.0 for windows. Dari keenam
elemen memiliki nilai yang signifikan terhadap minat beli ulang kosmetik
Maybelline pada Konsumen di kota Banjarmasin. Penelitian ini
menunjukan bahwa variabel Merek (X1), Kualitas (X2), Desain (X3),
Kemasan (X4), Label (X5), Pelayanan (X6) berpengaruh positif secara
parsial dan simultan terhadap minat beli ulang. Dari hasil uji koefisien
determinasi diperoleh nilai beta jumlah terbesar adalah 0,245 dengan
kontribusi terbesar 21,5%, bahwa variabel Desain (X3) memiliki
pengaruh dominan terhadap minat beli ulang kosmetik Maybelline pada
Konsumen di kota Banjarmasin.
Kata kunci: Atribut Produk (Merek, Kualitas, Desain, Kemasan, Label,
Dan Pelayanan), Minat Beli Ulang