PENGARUH KUALITAS LAYANAN, PRODUK, DAN CITRA MEREK TERHADAP KEPUASAN KONSUMEN RUMAH MAKAN PADANG SEDERHANA DI SURABAYA

Abstract

At this time the progress of the economy in Indonesia is now growing rapidly and experiencing many significant changes. This study aims to determine and explain the effect of service quality, product, and brand image on customer satisfaction at Padang Mode Restaurant in Surabaya. This research was conducted with quantitative methods. The population in this study were residents of Surabaya with certain criteria who purchased products from the Simple Padang Restaurant in Surabaya. The number of samples calculated using the Lemeshow formula was obtained as many as 100 people. The sampling technique used a purposive sampling technique with the criteria determined by the researcher. Data collection methods, data sources and instruments in this research are questionnaires. The data analysis technique in this study used descriptive analysis. The data analysis technique in this study used the SPSS Version 25 program. The results showed that service quality had a significant effect on customer satisfaction, products had a significant effect on customer satisfaction, and brand image had a significant effect on customer satisfaction.