The Influence of Product Quality, Brand Image, and Price on Consumer Satisfaction of Hanasui Cosmetics
Keywords:
Brand Image, Price, Customer Satisfaction;Cosmetics, Product QualityAbstract
The purpose of this study is to analyze the effect of product quality, brand image, and price on consumer satisfaction with Hanasui cosmetics. The research design employed in this study is quantitative with descriptive and causal approaches. The population consists of all consumers who purchase and use Hanasui cosmetic products in Depok. The sample comprised 170 consumers selected through purposive sampling. Data were collected using a questionnaire, and the data analysis technique employed was SEM-PLS with SmartPLS version 4. The findings indicate that product quality, brand image, and price have a positive and significant effect on consumer satisfaction. Companies should place quality as a top priority in every stage of product development. Furthermore, companies need to build trust and positive perceptions in the minds of consumers to remain relevant and memorable, especially amid the increasing number of cosmetic product choices in the market. Consumers will feel satisfied if the price paid is comparable to or lower than the benefits and quality received.
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