Pengaruh Daya Tarik Produk dan Harga Terhadap Kepuasan Konsumen Skincare Somethinc
DOI:
https://doi.org/10.51903/wrrzjk46Keywords:
Product Attractiveness, Price, Consumer Satisfaction, Somethinc, SkincareAbstract
This study aims to determine and analyze the effect of product attractiveness and price on consumer satisfaction among productive-age users of Somethinc facial skincare in Cirebon City, both partially and simultaneously. This research employed a quantitative approach using a survey method. The population consisted of productive-age residents of Cirebon City aged 15–64 years, totaling 240,161 people based on Cirebon City Statistics Agency data for 2025. The sample consisted of 111 respondents who were Somethinc facial skincare users and met the research criteria. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression, t-test, F-test, and coefficient of determination. The results show that product attractiveness has a positive and significant effect on consumer satisfaction, with a regression coefficient of 0.764, t-value of 10.413, and significance <0.001. Price also has a positive and significant effect, with a regression coefficient of 0.166, t-value of 2.004, and significance of 0.048. Simultaneously, product attractiveness and price significantly affect consumer satisfaction, with an F-value of 163.331 and significance <0.001. The R Square value of 0.752 indicates that both variables explain 75.2% of the variation in consumer satisfaction. Product attractiveness has a Standardized Beta of 0.753, while price has 0.145.
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