PENGARUH REBRANDING DAN PERCEIVED QUALITY TERHADAP PURCHASE INTENTION PRODUK SKINCARE SKIN GAME

    Syahidah Asma Amani, - and Asep Miftahuddin, - and Eka Surachman, - (2025) PENGARUH REBRANDING DAN PERCEIVED QUALITY TERHADAP PURCHASE INTENTION PRODUK SKINCARE SKIN GAME. S1 thesis, Universitas Pendidikan Indonesia.

    Abstract

    Skin Game merupakan salah satu merek skincare lokal yang tengah bertumbuh di pasar Indonesia dan berupaya memperkuat posisinya di tengah dinamika persaingan industri kecantikan yang kian kompetitif. Dalam rangka mendorong peningkatan minat beli konsumen, strategi rebranding serta penguatan perceived quality menjadi faktor strategis yang patut dipertimbangkan. Penelitian ini bertujuan untuk mengetahui sejauh mana pengaruh rebranding dan perceived quality terhadap purchase intention pada pengguna aktif skincare yang mengetahui merek Skin Game. Metode penelitian yang digunakan adalah kuantitatif dengan desain deskriptif dan kausal. Sebanyak 410 responden dilibatkan dalam penelitian ini, menggunakan teknik purposive sampling dengan kriteria sebagai pengguna aktif skincare yang mengetahui merek Skin Game. Pengumpulan data dilakukan melalui kuesioner daring, dan analisis data diolah dengan metode Structural Equation Modeling (SEM) melalui perangkat lunak SmartPLS versi 4.1.1.4. Hasil analisis menunjukkan bahwa baik rebranding maupun perceived quality memiliki pengaruh positif terhadap purchase intention. Hal ini menunjukkan bahwa rebranding dan perceived quality dapat mendorong purchase intention. Oleh karena itu, Skin Game disarankan untuk terus menyempurnakan strategi rebranding dan menjaga kualitas produk secara konsisten guna meningkatkan purchase intention. Skin Game is a local skincare brand that is currently growing in the Indonesian market and striving to strengthen its position amid the increasingly competitive beauty industry. To enhance consumer purchase intention, rebranding strategies and the reinforcement of perceived quality are strategic factors worth considering. This study aims to examine the extent to which rebranding and perceived quality influence purchase intention among active skincare users who are familiar with the Skin Game brand. The research employed a quantitative approach with a descriptive and causal design. A total of 410 respondents participated in this study, selected through purposive sampling with the criteria of being active skincare users who are aware of the Skin Game brand. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling (SEM) with SmartPLS version 4.1.1.4. The findings reveal that both rebranding and perceived quality have a positive influence on purchase intention. This indicates that rebranding and perceived quality can effectively encourage purchase intention. Therefore, it is recommended that Skin Game continues to refine its rebranding strategies and consistently maintain product quality in order to strengthen purchase intention.

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    Official URL: https://repository.upi.edu/
    Item Type: Thesis (S1)
    Additional Information: https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen pembimbing: Asep Miftahuddin : 6750370 Eka Surachman : 5979141
    Uncontrolled Keywords: rebranding, perceived quality, purchase intention, Skin Game.
    Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
    L Education > L Education (General)
    Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
    Depositing User: Syahidah Asma Amani
    Date Deposited: 05 Oct 2025 07:10
    Last Modified: 05 Oct 2025 07:10
    URI: http://repository.upi.edu/id/eprint/141928

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