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All Journal Journal of Innovative and Creativity
Iyasmadi, Iyasmadi
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Education Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Pengaruh Kualitas Produk Dan Citra Merek Terhadap Kepuasan Konsumen Kosmetik Y.O.U (Survey Pada Pengunjung Counter Produk Skincare Y.O.U Di Toko Queen Gallery Solok) Indah, Zuraedah; Iyasmadi, Iyasmadi; Johan, Hane
Journal of Innovative and Creativity Vol. 6 No. 1 (2026)
Publisher : Fakultas Ilmu Pendidikan Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/joecy.v6i1.6749

Abstract

This study aims to determine (1) the partial and simultaneous effects of brand image and price on consumer satisfaction with Y.O.U cosmetics skincare products at Queen Gallery Solok Store and (2) the most dominant variables affecting consumer satisfaction with Y.O.U cosmetics skincare products at Queen Gallery Solok Store. This study utilises quantitative data and multiple linear regression analysis, with research data obtained from questionnaires distributed to Y.O.U cosmetics consumers at Queen Gallery Solok Store, involving a sample size of 50 respondents. Based on the research results using the T-test and F-test, it is concluded that (1) The variables of brand image and price have a positive effect, both separately and simultaneously, on the purchase decision of Y.O.U cosmetics skincare products at Queen Gallery Solok Store. (2) The variable that has the most dominant effect on consumer satisfaction with the purchase of Y.O.U cosmetics is brand image.
Co-Authors Indah, Zuraedah johan, hane