ANALISIS KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN PADA PRODUK BODY CARE HB RACIKAN (BRAND IRMAYANI YANLIU)

PRODUCT QUALITY ANALYSIS ON CONSUMER SATISFACTION WITH HB RACIKAN BODY CARE PRODUCTS (IRMAYANI YANLIU BRAND)

Abstract

The method used was simple linear regression analysis. The sample size for this study was 50 respondents. Data collection was conducted using a questionnaire. The research questions were: 1) Does product quality significantly influence consumer satisfaction with HB Racikan Body Care Products (Irmayani Yanliu Brand)? 2) Does consumer satisfaction significantly influence HB Racikan Body Care Products (Irmayani Yanliu Brand)? The data analysis showed a regression coefficient of 7.074, with a significance level of 0.01. This means that the product quality variable (X) has a positive and significant effect on consumer satisfaction (Y). The hypothesis is accepted that the product quality variable has a positive and significant effect on consumer satisfaction (Y). This study provides empirical evidence that companies are increasingly paying attention to product quality factors for future internal changes and developments.