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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh disparitas harga dan persepsi kualitas produk terhadap daya saing merek serta menguji peran brand trust sebagai variabel moderasi pada produk kosmetik alami dan non-alami. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data dikumpulkan melalui penyebaran kuesioner kepada konsumen produk kosmetik alami dan non-alami dengan teknik purposive sampling. Analisis data dilakukan menggunakan SEM-PLS dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa disparitas harga dan persepsi kualitas produk berpengaruh positif dan signifikan terhadap daya saing merek. Brand trust juga berpengaruh signifikan terhadap daya saing merek. Selain itu, brand trust mampu memoderasi pengaruh persepsi kualitas produk terhadap daya saing merek, namun tidak mampu memoderasi pengaruh disparitas harga terhadap daya saing merek. Temuan ini menunjukkan pentingnya menjaga persepsi kualitas produk dan kepercayaan konsumen untuk meningkatkan daya saing merek dalam industri kecantikan.


 

Keywords

Disparitas Harga Persepsi Kualitas Produk Brand Trust Daya Saing Merek Kosmetik

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