PENGARUH HARGA, KUALITAS PELAYANAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN CUTBOX BABERSHOP SURABAYA

Abstract

A company can be said to be successful if it can sell and produce a product in a sustainable manner with an increasing number of frequencies. To achieve this success, the company requires serious effort in implementing its marketing strategy. Customer satisfaction is a desire in which there is a comparison of the expectations and results for product purchased. Customers will feel satisfied, if they can fulfill their wants and needs. The purpose of this study was to determine for impact price, service quality and brand image on customer satisfaction. Sample in this study were visitors to CutboxBabershop in Surabaya, with a total of 100 consumers. The research data were processed using SPSS 19 software, with the results of the Goodness of fit test. The analytical method used is multiple linear regression, classical assumption test, and hypothesis testing. Based on the feasibility test, the resulting regression model is feasible and can be used for further analysis. The results of hypothesis testing show that price, service quality and brand image have an effect on customer satisfaction.
Keywords: price, service quality, brand image, customers satisfaction