Research Article
Consumer Satisfaction Analysis of Scarlett Whitening Products Through Brand Image, Price, Product Quality, and Digital Marketing Factors
@INPROCEEDINGS{10.4108/eai.5-10-2022.2325847, author={Rizki Putri Kastulani and Maryani Septiana}, title={Consumer Satisfaction Analysis of Scarlett Whitening Products Through Brand Image, Price, Product Quality, and Digital Marketing Factors}, proceedings={Proceedings of the 4th International Conference on Applied Economics and Social Science, ICAESS 2022, 5 October 2022, Batam, Riau Islands, Indonesia}, publisher={EAI}, proceedings_a={ICAESS}, year={2023}, month={1}, keywords={brand image price consumer satisfaction product quality digital marketing}, doi={10.4108/eai.5-10-2022.2325847} }- Rizki Putri Kastulani
Maryani Septiana
Year: 2023
Consumer Satisfaction Analysis of Scarlett Whitening Products Through Brand Image, Price, Product Quality, and Digital Marketing Factors
ICAESS
EAI
DOI: 10.4108/eai.5-10-2022.2325847
Abstract
This study aims to determine the significance of the brand image, price, product quality, and digital marketing factors on consumer satisfaction with Scarlett Whitening Products. This study uses a quantitative method with a descriptive statistical approach and multiple linear regression analysis. The technique of collecting data is through a questionnaire with the population of Batam City Community and the number of samples is 100 people. Partially, the brand image and product quality variables have a positive and significant effect on consumer satisfaction, while the price and digital marketing variables have a positive but not significant effect on consumer satisfaction for Scarlett Whitening Products. Simultaneously, the variables of brand image, price, product quality, and digital marketing have a positive and significant effect on consumer satisfaction for Scarlett Whitening Products.
