The Influence of "Dear Me Beauty" Product Quality and Innovation on Consumer Satisfaction in the Greater Jakarta Region

Abstract

This research aims to determine the influence of Dear Me Beauty product quality and innovation on consumer satisfaction in the Greater Jakarta Area. This research used 100 samples with the criteria of consumers who had used Dear Me Beauty products and were domiciled in Greater Jakarta. The data analysis used SPSS version 25 and the data analysis methods used, namely the data quality test, classical assumption test, multiple linear regression test, hypothesis test, and determination coefficient (R2) test. The results of this study show that product quality has a positive and partially significant effect on consumer satisfaction, which shows the results of the t-test with a significance value of 0.000 < 0.05.  Product innovation has a positive and partially significant effect on consumer satisfaction, which is shown by the product quality t-test value with a significance value of 0.000 < 0.05.  Product quality and innovation have a positive and significant effect simultaneously on consumer satisfaction, which shows the results of the F test of 102,961 and a significance value of 0.000 < 0.05.