INFLUENCE BRAND IMAGE, BRAND ENDORSEMENTS, WORD OF MOUTH MARKETING AND SERVICE QUALITY TOWARDS CUSTOMER SATISFACTION OF AVOSKIN SKINCARE PRODUCTS

(STUDIES CASE ON STUDENT ACTIVE STUDY PROGRAM MANAGEMENT FACULTY OF ECONOMICS AND UNIVERSITY OF RIAU ISLANDS BUSINESS)

Abstract

Study This aiming For know Influence Brand Image , Brand Endorsement , Word Of Mouth Marketing and Quality of Service for Customer Satisfaction of Skincare Products Avoskin. Type Study is quantitative. Population study is as much as 603 students. The sampling technique is purposive sampling with the determination technique sample use technique slovin Which produce 86 Respondent Which become a sample. The data was processed using SPSS V25. The results of the study showed that Brand Image did not have a significant effect on Customer Satisfaction as evidenced by the t count -0.499 < t table 1.98969 And mark sig 0.619 > 0.05, Brand Endorsement influential significant to Satisfaction Customer proven with t count 2,190 > t table 1.98969 And mark sig 0.031 < 0.05, Word Of Mouth Marketing does not have a significant effect on Customer Satisfaction as evidenced by the calculated t of 1.927 < t table 1.98969 and the sig value of 0.057 > 0.05 and Quality Service has a significant effect on satisfaction Customers are proven by t count 3,749 > t table 1.98969 And mark sig 0,000 < 0.05. In general simultaneous Brand Image , Brand Endorsement , Word Of Mouth Marketing and Service Quality have a significant effect on Customer Satisfaction as evidenced by the calculated f of 69.381 > f table 2.48 and a sig value of 0.000 < 0.05.