PENGARUH KUALITAS PRODUK, VARIAN PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN SKINCARE DAVIENA (STUDI KASUS PADA PENGGUNA SKINCARE DAVIENA DI PONOROGO)

This study aims to determine the effect of product quality, product variants and service quality on Daviena skincare customer satisfaction for Daviena skincare users in Ponorogo. This research is a quantitative type research. The population used is Daviena skincare users in Ponorogo and in this study, researchers used probability sampling techniques. In sampling, the cluster sampling method was taken and 112 people were taken. In this study the authors used data collection techniques by distributing questionnaires. The data analysis uses the structural equation modeling partial least square (SEM-PLS) method in the SmartPLS 3.0 version. Based on the research results it can be concluded that: (1) Product quality has a significant effect on customer satisfaction; (2) Product variants have no significant effect on customer satisfaction; (3) Service quality has no significant effect on customer satisfaction