The Influence of Product Quality, Service Quality, Price, Brand, and Promotion on Consumer Satisfaction of Wardah Cosmetics at Jelita Rembang Store
Keywords:
Product Quality, Service Quality, Price, Brand, Promotion of Consumer SatisfactionAbstract
This research aims to describe and analyze the influence of product quality, service quality, price, brand and promotion on Consumer satisfaction with Wardah cosmetics at the beautiful Rembang shop.
The sampling technique in this research used the nonprobability sampling technique with the accidental sampling method. The data analysis technique used in this research is Ordinal Logistic Regression Analysis with data processing using SPSS version 25.
The results of this research analysis show that the Product Quality variable has a positive and significant effect on Consumer Satisfaction with a value of 9,982 with a significant value of 0.002 ˂ (0.05). Service Quality has a positive and significant effect on Consumer Satisfaction with a value of 4,689 with a significant value of 0.030 ˂ (0.05). Price has a positive and significant effect on Consumer Satisfaction with a value of 5,073 with a significant value of 0.024 ˂ (0.05). Brand has a positive and significant effect on Consumer Satisfaction with a value of 5,812 with a significant value of 0.016 ˂ (0.05). Promotion has a positive and significant effect on Consumer Satisfaction with a value of 3,873 with a significant value of 0.049 ˂ (0.05). Simultaneously Product Quality, Service Quality, Price, Brand and Promotion have a positive and significant effect on Consumer Satisfaction of Wardah cosmetics in Rembang.
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