PENGARUH HARGA, CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN DARI “BRAND ZOYA”

Abstract

This research aimed to find out the effect of price, brand image and service quality on customers' satisfaction of Zoya's product. The population was all customers of Zoya. Moreover, the research objects were score and rating of questionnaires which were distributed to Zoya's customers as independent variables, in order to have customers' satisfaction as dependent variable. Furthermore, the data were quantitative which in the form of score or number. The data analysis technique used multiple linear regression with the aim to have overall perspective among variables. Meanwhile, classical assumption test which was used consisting of normality, multicollinearity, autocorrelation and heteroscedasticity test. The research result concluded that price had a significant effect on customers' satisfaction of Zoya at Surabaya Royal Plaza. Likewise, brand image had a significant effect on customers' satisfaction of Zoya at Surabaya Royal Plaza. Similarly, service quality had a significant effect on customers' satisfaction of Zoya at Surabaya Royal Plaza.
Keywords: Price, Brand Image,Service Quality,  Customers' Satisfaction