Pengaruh Harga, Kualitas Produk dan Citra Merek terhadap Kepuasan Konsumen pada Produk Kosmetik Wardah di Purwokerto

Abstract

This study aims to analyze the influence of price, product quality, and brand image on consumer satisfaction with Wardah cosmetic products in Purwokerto. Data were collected via questionnaires from 156 respondents who had purchased and used Wardah cosmetic products. Purposive sampling was employed, with criteria requiring respondents to be at least 15 years old and to have experience using Wardah products in Purwokerto. Data analysis involved descriptive analysis and Structural Equation Modeling (SEM) using the Partial Least Squares approach, processed via SmartPLS version 3.0. The results indicate that all variables price, product quality, and brand image have a positive influence on consumer satisfaction. The study is limited by its focus on only three variables (price, product quality, and brand image) and its geographical scope, which was restricted to Purwokerto. The analysis yielded an Adjusted R-Square value of 0.684, meaning these three variables explain 68.4% of the variation in consumer satisfaction, while the remaining 31.6% is influenced by factors not examined in this study. As the respondent profile was dominated by university students and young people, the findings cannot be generalized to the entire consumer base of Wardah in other regions. The findings suggest that greater price affordability, superior product quality, and a positive brand image contribute to higher consumer satisfaction with Wardah cosmetic products. The study's implications are intended to serve as a basis for the company to plan marketing strategies aimed at enhancing consumer satisfaction. Future research is encouraged to incorporate additional variables to gain deeper insights into factors influencing consumer satisfaction.