PENGARUH KUALITAS PRODUK SKINCARE SKINTIFIC TERHADAP KEPUASAN KONSUMEN PADA MAHASISWAUNIVERSITAS MUHAMMADIYAH PALU

THE EFFECT OF SKINTIFIC SKINCARE PRODUCT QUALITY ON CONSUMER SATISFACTION OF STUDENTS OF MUHAMMADIYAH UNIVERSITY OF PALU

Abstract

This research aims to find out the influence of Skintific Skincare Product Quality on Consumer Satisfaction in Muhammadiyah University Palu Students. The analysis tool used in the study is Simple regression analysis with a sample of 97 respondents, the results of the Simple regression analysis test based on the magnitude of the coefficient of determination (R Square) = 0.762, which means that the product quality variable affects the consumer satisfaction variable by 76.2% and the remaining 23.8% is influenced by other variables that are not included in this research model. Consumer satisfaction is reflected from trust in the brand, willingness to repurchase, and the desire to recommend the product to others. The results of the significance test show that there is a probability value of 0.000 ≤ 0.05. The value can prove that "product quality affects consumer satisfaction". Then, from the results of the table obtained T-calculation of 6.554 and the probability of 0.000. Because sig 0.000 < 0.05, it can be concluded that product quality variables Partially affect consumer satisfaction.