The Influence of Gen Z Consumer Perceptions in Bandung City on Consumer Satisfaction with Raecca Cosmetics

Dinda Febdinayu; Riska  Aprilina; ⁠Donni  Junipriansa

doi:10.71435/741623

Authors

Dinda Febdinayu Marketing Management Study Program, Faculty of Applied Sciences, Telkom University
Riska Aprilina Marketing Management Study Program, Faculty of Applied Sciences, Telkom University
⁠Donni Junipriansa Marketing Management Study Program, Faculty of Applied Sciences, Telkom University

DOI:

https://doi.org/10.71435/741623

Keywords:

Consumer Perception, Customer Satisfaction, Generation Z, Raecca Cosmetics

Abstract

The development of the cosmetic industry in Indonesia has experienced substantial growth, accompanied by increasing awareness of self-care and personal appearance, particularly among Generation Z. In an increasingly competitive cosmetic market, understanding consumer perception is essential because consumers' evaluations of product quality, price, brand image, and product benefits may influence their satisfaction. This study aims to examine the effect of Generation Z consumer perception on consumer satisfaction toward Raecca cosmetic products in Bandung City. This study employed a quantitative explanatory research design. The population consisted of Generation Z consumers who had used Raecca Cosmetics in Bandung City. A total of 96 respondents were selected using a purposive sampling technique based on predetermined inclusion criteria. Data were collected through a structured questionnaire using a five-point Likert scale and analyzed using IBM SPSS Statistics through descriptive analysis and simple linear regression. The findings show that Consumer Perception obtained an average score of 82.57%, categorized as High, while Consumer Satisfaction achieved an average score of 82.76%. The regression analysis demonstrates that Consumer Perception has a positive and significant effect on Consumer Satisfaction, with a regression coefficient of 0.433, a calculated t-value of 14.227, and a significance value of 0.000 < 0.05. The coefficient of determination (R² = 0.683) indicates that Consumer Perception explains 68.3% of the variation in Consumer Satisfaction. These findings confirm that positive consumer perceptions contribute substantially to satisfaction among Generation Z consumers of Raecca Cosmetics and highlight the importance of maintaining product quality, value, brand consistency, and consumer experience in strengthening satisfaction.

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