PENGARUH PERSEPSI HARGA, PROMOSI PENJUALAN, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN PRODUK SKINCARE WARDAH DI TOKO TANA DOANG BULUKUMBA

Andi Sri Rezky Kurniawati. 2024. The Influence of Price Perception, Sales Promotion, and Brand Image on Customer Satisfaction of Wardah Skincare Products at Tana Doang Store in Bulukumba, supervised by Ali Murdhani Ngandoh and Nurkhalik Wahdanial Asbara.
This study aims to analyze (1) The partial influence of price perception, salespromotion, and brand image on customer satisfaction. (2) The simultaneous influenceof price perception, sales promotion, and brand image on customer satisfaction. (3) The most influential variable on customer satisfaction of Wardah Skincare products atTana Doang Store in Bulukumba.
The sample in this study consists of 60 respondents who are users of Wardah skincare products at Tana Doang Store in Bulukumba. The research uses multiple analysis methods with data collection through a Likert scale questionnaire.
The results of the study show that (1) Partially, there is a significant and positive correlation between price perception, sales promotion, and brand image on customer satisfaction. (2) Price perception, sales promotion, and
brand image variables simultaneously have a significant impact on customer satisfaction. (3) The brand image variable is the most significantly influential variable on the satisfaction of customers using Wardah skincare products at Tana Doang Store in Bulukumba.