PENGARUH KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN PELANGGAN DIMEDIASI CITRA MEREK

Abstract

Customer satisfaction is one of the important roles. Therefore, it is required to increase the customer’s satisfaction with several supporting aspects such as product quality, price, and brand image. This research aimed to find out the product quality and price affected the customer satisfaction which graduated by brand image research by Jvape Coffe Surabaya. This research was used quantitatively. Furthermore, this research sample collection technique used purposive sampling, wich was a determination sample as the data sources were obtained by giving a limitation to the respondents according to the criteria. Moreover, the number of samples was 98 customers with Jvape Coffee Surabaya. Additionally, the analysis method of this research used path analysis with the SPSS Program. This research showed that product quality had a significant and positive effect on the brand image, while price had a significant and positive effect on the customer’s satisfaction. Meanwhile, product quality was proven to have a significant and positive effect on the customer’s. The brand image had a significant and positive effect on customer satisfaction. This assessment showed that the amount of direct effect of the product quality was larger than the indirect effect on the customer’s satisfaction through the brand image, while price showed a direct effect was smaller compared with the indirect effect on the customer’s satisfaction through bran image.
Keywords: Product quality, price, brand image. customer’s satisfaction.