Abstract :
Currently, cosmetics are one of the important needs for most women. In addition to beauty reasons, cosmetics are often associated with professionalism where professional workers are required to look attractive so that the use of cosmetics is one way to support appearance. . The purpose of the study was to determine and analyze the effect of price, product quality, and promotion on consumer satisfaction at Alfabelenskin Pusat Banyuwangi. This research is a quantitative descriptive study using purposive sampling method with a sample of 100 respondents. Validity test and reliability test are used to test the measuring instrument in the form of a questionnaire. Multiple linear regression was used to determine the effect of independent variables consisting of price, product quality, and promotion on customer satisfaction. The results showed that price, product quality and promotion had a positive and significant influence on consumer satisfaction at Alfabelenskin Pusat Banyuwangi
Keyword :
price, product quality, promotion, and consumer satisfaction, cosmetics