PENGARUH BRAND IMAGE, PRICE, DAN PACKAGING PRODUCT PRODUCT TERHADAP KEPUASAN KONSUMEN

Abstract

The Research aimed to examine the effect of brand image, price, and packaging product product on
the consumers’ satisfaction of Student of STIESIA Surabaya. While consumers’ satisfaction was
measured by complain and suggest system, ghost shopping, lost customer analysis, customers’
satisfaction survey. The research was descriptive-quantitive. Moreover, the population was all
students of STIESIA Surabaya in the academic years of 2017, 2018, 2019, and 2020. The data
collection technique used purposive sampling, in which the sample was based on the criteria given. In
line with that, there were 88 respondents as the sample. Furthermore, the data were taken from
October 2022 until February 2023. The data analysis technique used multiple linear regression with
SPSS (Statistical Product and Service Solution) 26.0 version. The result showed that both brand image
and price had a positif and significant effect on the customers’ satisfaction of Student of STIESIA
Surabaya. On the other hand, the packaging product product had a positive but insignificant effect on
the customers’ satisfaction of Student of STIESIA Surabaya.