PENGARUH BRAND IMAGE TERHADAP KEPUASAN PELANGGAN DALAM MENGGUNAKAN PRODUK KOSMETIK SKINCARE

The phenomenon of intense competition for skincare cosmetic product brands in Indonesia means that beauty industry companies are required to continue to innovate in providing quality products and the best service so that they can increase customer satisfaction. This is thought to be due to the circulation of skincare cosmetic products of the same type on the market. This research aims to determine the influence of brand image on customer satisfaction in using skincare cosmetic products. This research uses a non-experimental quantitative approach using a simple linear regression test. This research involved 315 subjects with a population of skincare cosmetic product users in Malang. The sampling technique in this research used accidental sampling. The results of this research show that there is a significant influence of brand image on customer satisfaction in using skincare cosmetic products with an R2 coefficient of 67.4% (p = 0.000 < 0.05). So from this it can be concluded that the hypothesis which states that there is a positive influence of brand image on customer satisfaction in using skincare cosmetic products is accepted.