Wijayanti, Sela Ayu (2024) Pengaruh Kualitas Produk, Citra Merek dan Harga Terhadap Kepuasan Konsumen Skincare Scarlet Whitening (Studi Kasus Pada Pengguna Scarlet Whitening di Kota Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

Skincare products are starting to be popular with teenagers and adults, not only asa necessity for women, but men also need them. With so many skincare products,Scarlet Whitening tries to understand consumer needs by making products that aresuitable for consumer skin, but quality alone is not enough, so this research wascreated with the aim of finding out the influence of product quality, brand image andprice on Scarlet Whitening consumer satisfaction in Malang City.This research is survey research. The population in this study were all ScarletWhitening users in Malang City. Sampling technique with a total of 100 people. Thedata collection technique uses a questionnaire that has been tested for validity andreliability. The data analysis technique used is multiple linear regression.The research results show that product quality has a positive and significant effecton consumer satisfaction for scarlet whitening in Malang City (t = 5.939; significancevalue = 0.000 and regression coefficient = 0.473); brand image has a positive andsignificant effect on consumer satisfaction for scarlet whitening in Malang City (t =2.394; significance value = 0.019 and regression coefficient = 0.268); Price has apositive and significant effect on consumer satisfaction with scarlet whitening in MalangCity (t = 2.863; significance value = 0.005 and regression coefficient = 0.181).

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