PENGARUH HARGA, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN PRODUK SKINCARE MEREK WARDAH (Studi Kasus pada Mahasiswi Fakultas Ekonomi Universitas Surakarta)

Anggraini Eva Sari, Juni Trisnowati

Abstract


This study aims to find out about the effect of price (X1), product quality (X2), and brand image
(X3) on consumer satisfaction (Y) users of Wardah brand skincare products on students of the Faculty of
Economics, University of Surakarta, both partially and simultaneously. The research used in this study is
accidental sampling where the sampling technique is based on coincidence, namely where students from
the Faculty of Economics, University of Surakarta, who were met and used Wardah brand skincare
products, were used as research respondents. The analytical technique used in this research is multiple
linear regression test, t test, f test and coefficient of determination (R2). The results of the research that
has been conducted by researchers show that price, product quality, and brand image are very influential
partially or simultaneously on satisfaction. Wardah Brand Skincare product consumers.

Keywords


price, product quality, brand image, consumer satisfaction

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