Relationship Between Consumer Satisfaction and Usage, Market Trends, and Product Preferences Among the Lip Tint Users

This study examined the relationship between consumer satisfaction and usage, market trends, and product preferences among lip tint users. Using a descriptive–correlational design, data were collected from 321 university students through a structured questionnaire. Descriptive results revealed high levels across all variables: consumer usage (M = 4.42, SD = 0.400), market trends (M = 4.14, SD = 0.478), product preferences (M = 4.34, SD = 0.478), and consumer satisfaction (M = 4.26, SD = 0.516). Among usage indicators, frequency (M = 4.45) and application convenience (M = 4.44) were notably high. For market trends, celebrity endorsement (M = 4.04) and price competitiveness (M = 4.14) showed strong influence. In preferences, product quality (M = 4.38) and packaging and design appeal (M = 4.40) were highly rated. Inferential analysis using Pearson’s r revealed significant positive relationships between consumer satisfaction and usage (r = .787, p < .05), market trends (r = .511, p < .05), and preferences (r = .888, p < .05). Strong correlations were observed for product quality (r = .819), personalization (r = .812), color variety (r = .755), and application convenience (r = .703). Price competitiveness (r = .686) also demonstrated a substantial relationship with satisfaction. However, trendy shades showed no significant relationship (r = .146, p = .074). The findings indicate that satisfaction is primarily driven by functional and personalized product attributes rather than trend-based factors. Overall, the study highlights that quality, convenience, and personalization are key determinants of consumer satisfaction, influencing repeat purchase behavior and brand loyalty among lip tint users.