PENGARUH BRAND IMAGE, PRICE, PACKAGING PRODUCT TERHADAP KEPUASAN KONSUMEN PADA PRODUK MS GLOW (STUDI KASUS PADA MAHASISWA STIESIA SURABAYA)

Abstract

This research aims to determine the effect of brand image, price, and packaging product on consumers’ satisfaction with MS Glow skincare for students of STIESIA Surabaya.The population consists of consumers who have bought products and are users of MS Glow. Furthermore, the instrument in the data collection technique was a questionnaire. The questionnaires were distributed online through Google Forms to 94 respondents as a sample. Moreover, the data analysis technique used data instrument, multiple linear regression, classical assumption, proper model (f-test), and hypothesis test (t-test) with SPSS (Statistical Product and Service Solution) 26 version.The result shows that brand image has a positive and significant effect on the consumers’ satisfaction with MS Glow skincare for students of STIESIA Surabaya. Likewise, price has a positive and significant effect on the consumers’ satisfaction with MS Glow skincare for students of STIESIA Surabaya. Similarly, packaging product has a positive and significant effect on the consumers’ satisfaction with MS Glow skincare for students of STIESIA Surabaya.