Pengaruh Labeling, Brand Image, dan Brand Trust terhadap Kepuasan Konsumen pada Produk Serum Wajah The Originote

Humairoh, Rizka (2025) Pengaruh Labeling, Brand Image, dan Brand Trust terhadap Kepuasan Konsumen pada Produk Serum Wajah The Originote. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

This study aims to analyze the effect of labeling, brand image, and brand trust on consumer satisfaction with The Originote facial serum. The approach used was quantitative, with data collection through literature studies and questionnaires. A purposive sampling technique was used with a sample size of 100 respondents. The data were analyzed using multiple linear regression with SPSS version 29. The results of the multiple regression analysis showed the equation Y = 7.110-0.066X1 + 0.388X2 + 0.362X3 + e. Based on the t-test, the labeling variable did not have a significant effect on consumer satisfaction, with a calculated t-value of -0.591 < t-table value of 1.660 and a significance level of 0.556 > 0.05. Conversely, the brand image variable had a positive and significant effect, with a calculated t-value of 2.455 > t-table value of 1.660 and a significance level of 0.016 < 0.05. The brand trust variable also had a positive and significant effect, with a calculated t-value of 2.250 > t-table value of 1.660 and a significance level of 0.027 < 0.05. The correlation coefficient (R) of 0.523 indicates a positive, moderate relationship between labeling, brand image, and brand trust on consumer satisfaction. Meanwhile, the R-square value of 0.274 means that these three variables can explain 27.4% of the variation in consumer satisfaction, while the remaining 72.6% is influenced by factors outside this study. Bibliography: 96 (1980-2025)

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