The research was aimed to know the influence of prices, brands, endorser
artist toward the customers’ satisfaction on men facial wash in Wonosobo.
In this research, the data collection used by the researcher was by
qustionnaire distribution and purposive sampling method, with 100 respondents.
The analysis methode used was by quantitative method. The data fulfilled the
validity test, reliability test, and classical assumption test was processed then it
produced the regression equation as follow:
Y=0,198 + 0,439X1 + 0,335X2 + 0,077X3
Where the variable of the customers’ satisfaction was (Y), prices(X1),
brand (X2), the endorser artist (X3). The hypothesis test using t-test showed that
the variable of price and brand influenced positively significant towards the
customers’ satisfaction, where as the variable of endorser artist positively
infuenced but not significant towards the customers’ satisfaction. Then through Ftest
it was obtained that the variable of price, brand, and endorser artist
simultaneously influenced towards the customers’ satisfaction, with the value of
tandartdized coefficient beta, the brand variable had the dominant influence
towards the customers’ satisfaction. The R square adjusted number of 0,249
showed that 24,9% the variable of customers’ satisfaction could be explained by
the three independent variable in regression equation. Where as the rest of 75,1%
was explained by other variable out of this research.