PENGARUH HARGA, KUALITAS PRODUK,DAN PELAYANAN TERHADAP KEPUASAN KONSUMEN KOSMETIK PRODUK NASA DI KECAMATAN BULUKERTO

SUMMARY

This research aims to determine the influence of price, product quality and service on consumer satisfaction with Nasa cosmetic products in Bulukerto District. The population in this study are consumers who use Nasa cosmetic products. The sample selection based on the sampling technique in this research is non-probability sampling. Non-probability sampling is sampling where each member of the population is not given the same opportunity or opportunity to be selected as a sample.

The sample in this research is all consumers who use Nasa products. The research methodology used is multiple linear regression analysis, with the help of Statistical Product and Service Solution (SPSS) Version 16 software. The test results for the variables Product Completeness, Price and Location partially influence repurchase decisions in a positive direction. This can be seen from the results of the multiple linear regression analysis of each variable showing partially in a positive direction. Likewise, for the simultaneous test results, the variables Product Completeness, Price and Location partially influence the repurchase decision with quite significant values.

Keywords: Product Satisfaction, Buyer Decision