THE INFLUENCE OF PRODUCT QUALITY, BRAND IMAGE, AND PRICE ON CONSUMER SATISFACTION OF MAKE OVER COSMETICS ON STUDENTS OF THE FACULTY OF ECONOMICS, UNIVERSITAS ISLAM LAMONGAN

Abstract

This study aims to analyze the effect of product quality, brand image, and price on consumer satisfaction of Make Over cosmetics among students of the Faculty of Economics, Universitas Islam Lamongan. The phenomenon of increasing awareness of young consumers towards local products and the importance of brand image and competitive prices prompted this study. The method used is quantitative with an associative approach. Data were collected by distributing questionnaires to 93 active student respondents who use Make Over products, and analyzed using multiple linear regression with the help of SPSS 23 software. The results of the study indicate that partially product quality, brand image, and price each have a significant effect on consumer satisfaction. Simultaneously, the three independent variables also have a significant effect on consumer satisfaction. This finding confirms that the success of local brands such as Make Over in creating consumer satisfaction is influenced by a combination of targeted quality, image, and price strategies. This study provides strategic implications for cosmetic companies in maintaining the loyalty of young consumers, as well as theoretical contributions in the development of marketing management studies in the field of consumer behavior.