%A OCTAVIANA NADHILA 
%T PENGARUH SELF-BRAND CONNECTION TERHADAP KEPUASAN
PELANGGAN DENGAN PENGALAMAN MEREK SEBAGAI MEDIASI
PADA PRODUK MAKE OVER DI BANDAR LAMPUNG

%X Banyaknya perusahaan kosmetik yang terus bermunculan menyebabkan persaingan
di industri ini semakin ketat. Berdasarkan data yang diperoleh dari Top Brand
Index, selain kategori bedak tabur dan bedak padat, Make Over belum berhasil
mendapatkan Top Brand Award. Dilansir dari databoks.id, Make Over belum
mampu melampaui merek PT Paragon lainnya, yaitu Wardah dan Emina. Masalah
yang dihadapi oleh kosmetik Make Over adalah tingginya tingkat persaingan dalam
kategori kosmetik. Penelitian ini bertujuan untuk meneliti pengaruh self-brand
connection dan pengalaman merek terhadap kepuasan pelanggan merek Make Over
di Bandar Lampung. Pada penelitian ini pendekatan yang digunakan adalah
kuantitatif dengan teknik deskriptif. Penelitian ini menggunakan metode purposive
sampling dalam menentukan sampel yang berdasarkan beberapa kriteria tertentu
dengan populasi pelanggan Make Over di Bandar Lampung. Kuesioner disebarkan
secara online melalui google form kepada 130 responden. Penelitian ini
menggunakan Partial Least Square (PLS) dengan uji koefisien outer model dan

inner model. Hasil penelitian menunjukan semua hipotesis diterima, yaitu self-
brand connection dan pengalaman merek berpengaruh positif terhadap kepuasan

pelanggan serta pengalaman merek memediasi hubungan antara self-brand
connection dan kepuasan pelanggan.

Kata Kunci: Self-brand Connection, Pengalaman Merek, Kepuasan
Pelanggan.

ABSTRACT

THE EFFECT OF SELF-BRAND CONNECTION ON CUSTOMER
SATISFACTION WITH BRAND EXPERIENCE AS MEDIATING
VARIABLE ON MAKE OVER PRODUCTS IN BANDAR LAMPUNG

By

NADHILA OCTAVIANA

The number of cosmetic companies that continue to emerge has caused competition
in this industry to become increasingly fierce. Based on data obtained from the Top
Brand Index, apart from the loose powder and pressed powder categories, Make
Over has not succeeded in getting the Top Brand Award. Reporting from
databoks.id, Make Over has not been able to surpass other PT Paragon brands,
namely Wardah and Emina. The problem faced by Make Over cosmetics is the high
level of competition in the cosmetics category. This research aims to examine the
influence of self-brand connection and brand experience on customer satisfaction
for the Make Over brand in Bandar Lampung. In this research, the approach used
is quantitative with descriptive techniques. This research uses a purposive sampling
method to determine a sample based on certain criteria with the population of Make
Over customers in Bandar Lampung. Questionnaires were distributed online via
Google Form to 130 respondents. This research uses Partial Least Square (PLS)
with outer model and inner model coefficient tests. The research results show that
all hypotheses are accepted, namely that self-brand connection and brand
experience have a positive effect on customer satisfaction and brand experience
mediates the relationship between self-brand connection and customer satisfaction.

Keywords: Self-brand Connection, Brand Experience, Customer Satisfaction.
%C UNIVERSITAS LAMPUNG
%D 2024
%I FAKULTAS EKONOMI DAN BISNIS
%L eprints86847