Abstract
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.
