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Abstract:
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The development of business in Indonesia is a great opportunity for investors, especially in the beauty sector. One of the beauty products that are currently popular is the MS Glow skincare product which was founded in 2013 until now. One of the success factors of a company is the achievement of customer satisfaction, such as service quality, price and product quality that affect it as a fulfillment of customer needs. This study aims to analyze the effect of service quality, price, and product quality partially and simultaneously on customer satisfaction for MS Glow skincare users at the Rofa Losari Brebes Store.
This type of research is quantitative research conducted through surveys by distributing questionnaires to respondents either directly or online using the google form. The population of this study is Rofa Store customers with a total sample of 103 respondents. The sampling technique used is simple random sampling technique. The data analysis used includes validity and reliability tests, classical assumption tests, multiple linear regression analysis, t and f tests and the coefficient of determination test using SPSS version 22.
The results showed that: 1) the quality of service has a positive and significant direction on customer satisfaction with a contribution of 17.5% influence. 2) the price has a positive direction but is not significant to customer satisfaction with an influence contribution of 8.6%. 3) product quality has a positive and significant direction on customer satisfaction with an influence contribution of 34.2%. 4) service quality, price, and product quality simultaneously have a positive and significant direction on customer satisfaction, the independent variables simultaneously affect customer satisfaction with the contribution of 56.4% influence. |