Customer Satisfaction: The Influence of Promotion, Price Perception, Product Quality, Review Products, and Word of Mouth

Abstract

Kahf is a skincare brand that offers a range of products specifically formulated for men. This study was conducted to evaluate the influence of promotions, price perception, product quality, product reviews, and word of mouth on customer satisfaction of Kahf skincare products in Jember Regency. This research was motivated by the high level of competition in the skincare industry, which requires companies to better understand the factors that influence customer satisfaction. The research approach used was quantitative, with data collected through distributing questionnaires to customers who had made at least two purchases. Data analysis was conducted using multiple linear regression methods. The research findings indicate that price perception and product quality do not have a partial effect on customer satisfaction. Meanwhile, promotions, product reviews, and word of mouth do affect customer satisfaction. And all five variables simultaneously influence customer satisfaction. These results provide insights for similar companies in determining appropriate and competitive marketing strategies.

Keywords:            Promotion, Price Perception, Product Quality, Product Review, Word of Mouth, Customer Satisfaction