Pengaruh Harga Konten Marketing Dan Digital Marketing Terhadap Kepuasan Pelanggan Pada Produk Skincare Skintific (Studi Kasus Pada Konsumen Mahasiswa Universitas Islam Malang)

Abstract

Abstract

The rapid growth of the skincare industry in Indonesia has encouraged companies to implement effective marketing strategies to enhance customer satisfaction. Skintific is one of the popular skincare brands among consumers, especially the younger generation, by offering competitive pricing, informative content marketing, and intensive use of digital marketing. This study aims to analyze the effect of price, content marketing, and digital marketing on customer satisfaction of Skintific skincare products, both simultaneously and partially.

This research uses a quantitative approach with a survey method. Data were collected through questionnaires distributed to consumers who have used Skintific skincare products. The sampling technique used was purposive sampling, with a total of 96 respondents. The data analysis method used was multiple linear regression analysis supported by validity testing, reliability testing, classical assumption testing, F-test, and t-test.

The results showed that price, content marketing, and digital marketing simultaneously have a significant effect on customer satisfaction. Partially, price has a significant effect on customer satisfaction, content marketing has a significant effect on customer satisfaction, and digital marketing also has a significant effect on customer satisfaction of Skintific skincare products. The findings of this study are expected to serve as a reference for skincare companies in formulating effective marketing strategies to improve customer satisfaction.

Keywords: Price, Content Marketing, Digital Marketing, Customer Satisfaction, Skintific Skincare