ANALISIS PENGARUH KUALITAS PRODUK, HARGA, DAN REPURCHASE TERHADAP KEPUASAN KONSUMEN PRODUK VIVA DI KOTA YOGYAKARTA
DOI:
https://doi.org/10.59112/jk1pg444Keywords:
Product quality, Price, Repurchase, Consumer SatisfactionAbstract
Cosmetics are one of the things that can improve a woman's mood and be a support in appearance. In order to get quality cosmetics, people are often willing to spend more to meet their needs. Viva Cosmetic is the first cosmetic brand to declare "Made In Indonesia". Since 1962 one of the leading cosmetics in Indonesia until now from Surabaya. PT. Vithaparm produced for the manufacture of creams, lipsticks, and liquids in 2008, as well as powders and compact powders in 2009. Using advanced technological machines, Viva Cosmetic contains halal and safe raw materials because it is created for the comfort of women who use it. This study aims to determine the analysis of the influence of product quality, price, and repurchase on consumer satisfaction of viva products in the city of Yogyakarta (a study on users or those who have used viva products in the city of Yogyakarta). This research method uses a quantitative method. The population in this study is all consumers who have used viva products in the city of Yogyakarta, with a sample of 100 people. Data collection techniques using questionnaires
The analysis method in this study uses SPSS v29. Then validity tests, reliability tests, multiple linear regression analysis tests, and hypothesis tests were carried out on the data that had been obtained. Based on the results of this study, it shows that partially, the variables of product quality, price, and repurchase have a positive effect on consumer satisfaction. Meanwhile, simultaneously the variables of product quality, price, and repurchase have a positive and significant effect on consumer satisfaction in users of viva products of PT. Vithaparm.