Article Sidebar

Published
Apr 25, 2023
Download
PDF
Statistic
Read Counter : 127 Download : 187

Main Article Content

Abstract

This study aims to determine whether Consumer Perceptions, Promotions, Prices and Product Quality affect Consumer Satisfaction with Wardah Products in Langsa City. This study used a sample of 96 respondents with the criteria of having used wardah products and having ages ranging from 20 years and over. The basic analysis method uses multiple linear regression, t test, F test and coefficient of determination test (Adjusted R2). The results of this study show Y = 3.150 + 0.211X1 + 0.045X2 – 0.161X3 + 0.473X4. The results of the t test stated that the consumer perception factor had a significant effect on consumer satisfaction with wardah products in Langsa City, the promotion factor had no significant effect on consumer satisfaction with wardah products in Langsa City, the price factor had a significant effect on customer satisfaction with wardah products in Langsa City, and product quality factors have a significant effect on consumer satisfaction with wardah products in Langsa City. The results of the F test stated that consumer perceptions, promotions, prices and product quality simultaneously had a significant effect on consumer satisfaction with wardah products in Langsa City. The result of the coefficient of determination (Adjusted R2) is 0.596 or 59.6% while the remaining 40.4% is influenced by other variables not examined in this study.

Keywords

Consumer Perception Promotion Price Product Quality Consumer Satisfactio Performance

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Adriliani, D., & Meutia, R. (2023). Consumer Perception, Promotion, Price, and Product Quality on Customer Satisfaction of Wardah Products in Langsa City. Kompartemen: Kumpulan Orientasi Pasar Konsumen, 1(1), 6-17. https://doi.org/10.56457/kompartemen.v1i1.367

References

  1. Abdurrahman Firdaus Thaha. (2020).Dampak COVID-19 terhadap UMKM di Indonesia,2(1) Alfabeta.
  2. Amalia, U. Pengaruh Harga, Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Produk Kosmetik Ulfiahshop (Studi Pada Pengguna Facebook Di Kota Makassar).
  3. Arianty, Nel, D. A. dan H. J. (2015). Manajemen Pemasaran (Pertama). Perdana Publishing.
  4. Assauri, Sofjan. 2014. Manajemen Pemasaran. Raja Grafindo Persada: Jakarta.
  5. Bahrul, Kirom. 2015. Mengukur Kinerja & Kepuasan Konsumen : Servive Performance and Costumer Satisfacttion Measurement, Edisi Revisi, Pustaka Reka Cipta. Bandung.
  6. Damayani, E. (2018). Analisis Persepsi Konsumen Terhadap Kosmetik Wardah Pada Mahasiswa Fakultas Ekonomi dan Bisnis Umsu (Doctoral dissertation).
  7. Danang, Sunyoto. (2013). Metodologi Penelitian Akuntansi. Bandung: PT Refika Aditama Anggota Ikapi.
  8. Donni Juni Priansa (2017). Perilaku konsumen. Bandung: Alfabeta.
  9. Ghozali, I. (2017). Model Persamaan Struktural Konsep Dan Aplikasi Program AMOS 24. Semarang: Badan Penerbit Universitas Diponegoro.
  10. Ghozali, Imam. 2016. Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (Edisi 8). Cetakan ke VIII. Semarang : Badan Penerbit Universitas Diponegoro.
  11. Ghozali, Imam. 2018. Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro: Semarang.
  12. Hadi, E. S., & Amzul, T. A. A. (2022). Analisis Pengaruh Inflasi, 10y-Yield Government Bond, Nilai Tukar dan HSI Index Terhadap Indek Harga Saham Gabungan (IHSG) Periode Tahun 2008-2017. Jurnal Ekonomi Utama, 1(2), 100-113.
  13. Indrasari, M. (2019). Pemasaran dan Kepuasan Pelanggan. Surabaya: Unitomo Press.
  14. Kotler dan Keller. 2014. Manajemen Pemasaran. Jilid I. Edisi Ke 13. Jakarta: Erlangga.
  15. Kotler, P dan Amstrong. 2018. Prinsip-prinsip Marketing Edisi Ke Tujuh. Penerbit Salemba Empat. Jakarta.
  16. Kotler, . And Keller, K. L. (2016) Marketing Management. 15th Edn. Pearson Education
  17. Kotler, Philip dan Keller, Kevin Lane. 2018. Manajemen Pemasaran. Edisi 12. Jilid 2. Jakarta: PT Indeks.
  18. Laksana, M. F. (2019). Praktis Memahami Manajemen Pemasaran. Sukabumi: CV Al Fath Zumar.
  19. Lupiyoadi, Rambat . (2013) . Manajemen Pemasaran dan Jasa. Jakarta : Salemba Empat .
  20. Lupiyoadi, Rambat. 2014. Manajemen Pemasaran Jasa Berbasis Kompetensi. Edisi ke-3. Jakarta: Salemba Empat.
  21. Malau, Harman. 2017. Manajemen Pemasaran. Bandung : Alfabeta.
  22. N.H, Abdurrahman., 2015. Manajemen Strategi Pemasaran, Bandung: CV. Pustaka Setia.
  23. Nurjaya, N., Erlangga, H., Iskandar, A. S., Sunarsi, D., & Haryadi, R. N. (2022). Pengaruh Promosi dan Store Atmosphere Terhadap Kepuasan Konsumen pada Pigeonhole Coffee di Bintaro Tangerang Selatan. Jurnal Tadbir Peradaban, 2(2), 147-153.
  24. Pride, W, dan O.C. Ferrell, 2013. Foundation of marketing, 5th Edition. South Western: Cengage Learning.
  25. Putri, A. S., & Istiyanto, B. (2022). Pengaruh Kualitas Produk, Kualitas Pelayanan dan Harga terhadap kepuasan pelanggan Herbal Skincare. JOURNAL SCIENTIFIC OF MANDALIKA (JSM) e-ISSN 2745-5955| p-ISSN 2809-0543, 3(12), 5-17.
  26. Ridwansyah, Ardhi. 2017. Instant Marketing For Busy People : Rangkuman Intisari Pemasaran. Esensi. Jakarta
  27. Sangadji, E.M., dan Sopiah. 2013. Prilaku Konsumen: Pendekatan Praktis Disertai:Himpunan Jurnal Penelitian. Yogyakarta: Penerbit Andi.
  28. Sarwini, S., & Rismawati, R. (2022). PENGARUH PROMOSI, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN. Jurnal Ilmu dan Riset Manajemen (JIRM), 11(9).
  29. Sudaryono. 2016. Manajemen Pemasaran Teori Dan Implementasi. Yogyakarta: ANDI
  30. Sugiyono. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT Alfabet
  31. Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, R & D. Bandung: CV Alfabeta.
  32. Sugiyono. (2018). Metode Penelitian Kombinasi (Mixed Methods). Bandung: CV Alfabeta.
  33. Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alphabet
  34. Sunyoto, Danang. 2013. Perilaku Konsumen. Yogyakarta: Center of Academic Publishing Service (APS).
  35. Tjiptono, Fandy. 2015. Strategi Pemasaran, Edisi 4, Andi Offset, Yogyakarta.