KONTRIBUSI ATRIBUT PRODUK CITRA HAND AND BODY LOTION DALAM MEMBANGUN KEPUASAN KONSUMENDI KOTA JEMBER

Tri Palupi Robustin

Abstract


ABSTRACK

This research aims to: (1) to know the effect of product quality of Citra Hand and Body Lotion partially to customer satisfaction in Jember City, (2) to know the effect of product features Citra Hand and Body Lotion to customer satisfaction in Jember city, (3) know the effect of product design  Citra Hand and Body Lotion to customer satisfaction in Jember City, (4) to know the effect of how the quality, feature, and product design of Citra Hand and Body Lotion simultaneously to customer satisfaction in Jember City. The design of the study based on its purpose is to include explanatory research. The population of this research is all people of Jember city which is divided into three districts namely Kaliwates Subdistrict, Sumbersari Subdistrict, and Patrang District especially female sex and using Citra Hand and Body Lotion Product, and taken as a whole sample of 40 respondents. The data analysis technique used multiple regression analysis with SPSS version 17 program. The results showed that: (1) The quality of Citra Hand and Body Lotion product significantly influenced consumer satisfaction in Jember City, (2) The product features Citra Hand and Body Lotion significantly influenced consumer satisfaction in Jember City (3) The style and design of Citra Hand and Body Lotion products have a significant effect on customer satisfaction in Jember City, (4) The quality, features, style and design of Citra Hand and Body Lotion product significantly influence the consumer satisfaction in Jember City.

Keywords: Product Attributes, Satisfaction, Citra Hand and Body Lotion.


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