Pengaruh Persepsi Konsumen dan promosi Produk Serum Hanasui Terhadap Kepuasan Konsumen Mahasiswa Kampus ITB Widya Gama Lumajang

Rosalina, Hanifah (2023) Pengaruh Persepsi Konsumen dan promosi Produk Serum Hanasui Terhadap Kepuasan Konsumen Mahasiswa Kampus ITB Widya Gama Lumajang. [Undergraduate Thesis]

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Abstract

Beauty that grows from time to time, is no longer just a desire but a need, eventually affecting the growing cosmetic industry in the world including Indonesia. Indonesia is inseparable from today's modern lifestyle, this is shown by the high production of cosmetics in Indonesia, where cosmetic sales, both domestic and imported, continue to increase from year to year. This study aims to examine and influence consumer perceptions and promotion of Hanasui serum products, students of the ITB Widya Gama Lumajang campus. In this study using quantitative methods and multiple linear analysis with regard to validity and reliability tests, classic assumption test, multiple linear regression analysis, hypothesis testing with partial t test and simultaneous f test and the coefficient of determination. This research uses probability sampling method and non-probability sampling with as many as 60 respondents. The results of this study indicate that there is a significant influence of consumer perceptions and product promotion on consumer satisfaction of Serum Hanasui in ITB Widya Gama Lumajang Campus Students.

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