PENGARUH PROMOSI, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN

Abstract

This research aimed to analyze and to find out the effect of promotion, product quality and brand image on the customers’ satisfaction (A Case Study of Wardah Cosmetics on Students of STIESIA Surabaya). This research used quantitative research. Furthemore, the data collection technique used non-probability sampling method, i.e., the research sampling technique which didn’t give the same opportunity for every element or population member to be selected as a sample. Based on the non-probability sampling method it obtained 98 samples of respondents. On the other hand, the data analysis technique used multiple linear regression analysis with SPSS (Statisical Product and Service Solution) program 23 version. The research result conluded that promotion perception had a positive and significant effect on the customers satisfaction. Likewise, the product quality had a positive and significant effect on the customers satisfaction. Similarly, the brand image had a positive and significant effect on the customers satisfaction.