PENGARUH KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN MEMBELI KOSMETIK BB CREAM WARDAH DI KOTA PALU

Abstract

This study aims to determine the effect of product quality which consists of performance, features, reliability, suitability, serviceability, durability, aesthetics, perception of quality on customer satisfaction buying BB Cream Wardah cosmetics in Palu City. The type of research used is quantitative (shows the relationship between variables). The population in this study were all users and buyers of BB Cream Wardah in Palu City. The sampling technique in this study uses purposive sampling, with a total sample of 90 respondents. Retrieval of data using a questionnaire. The analytical method used is multiple linear regression analysis, F test, and t test. The results showed that performance, features, reliability, suitability, serviceability, durability, aesthetics, perceived quality had a significant effect on consumers' satisfaction of buying BB Cream Wardah cosmetics in Palu City simultaneously or partially. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk yang terdiri dari kinerja, keistimewaan, keandalan, kesesuaian, kemapuan melayani, daya tahan, estetika, persepsi terhadap kualitas terhadap kepuasan konsumen membeli kosmetik BB Cream Wardah di Kota Palu.Jenis penelitian yang digunakan adalah kuantitatif (menunjukan hubungan antar variabel).Populasi dalam penelitian ini adalah seluruh pengguna dan pembeli BB Cream Wardah di Kota Palu.Teknik pengambilan sampel dalam penelitian ini menggunakan purposive sampling, dengan jumlah sampel sebanyak 90 responden.Pengambilan data menggunakan kuesioner. Metode analisis yang digunakan analisis regresi linier berganda, uji F, dan uji t. Hasil penelitian menunjukan bahwa kinerja, keistimewaan, keandalan, kesesuaian, kemapuan melayani, daya tahan, estetika, kualitas yang dipersepsikan berpengaruh signifikan terhadap kepuasan konsumen membeli kosmetik BB Cream Wardah di Kota Palu secara simultan maupun parsial.