Pengaruh Brand Awareness, Price Fairness, dan Product Quality terhadap Customer Satisfaction Pengguna Handbody Lotion Scarlett Whitening
DOI:
https://doi.org/10.62710/zvxxj176Keywords:
Brand awareness, Price fairness, Product quality, Customer Satisfaction.Abstract
Meskipun sempat menghadapi tantangan di masa pandemi, industri kecantikan di Indonesia terus berkembang pesat di era globalisasi ini. Salah satu brand yang paling populer adalah handbody lotion Scarlett Whitening, brand handbody yang sukses memanfaatkan platform e-commerce sebagai saluran penjualan utamanya. Sebuah penelitian dilakukan untuk mencari tahu bagaimana pengaruh brand awareness, price fairness, dan product quality terhadap customer satisfaction. Dengan melibatkan 101 responden dan menggunakan metode analisis SPSS, hasil penelitian ini menyimpulkan bahwa product quality yang baik terbukti memberikan dampak positif dalam meningkatkan kepuasan pelanggan produk handbody lotion Scarlett Whitening, sedangkan brand awareness dan price fairness tidak berpengaruh terhadap customer satisfaction.
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