PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN MIE SETAN DI SURABAYA

Abstract

This research aimed to examine the effect of brand image, price, and service quality on customers’ satisfaction of Mie Setan in Surabaya. While the research was quantitative with associative as its approach. Moreover, the population was customers of Mie Setan. Furthermore, the data collection technique used probability sampling. In line with that, there were 100 respondents as the sample. Additionally, the instrument used Likert scale. In addition, the data analysis technique used multiple linear regression. For the research result which used validity, reliability, and classical assumption test through normality, multicollinearity, also heteroscedastic; showed that all variables were not violated related to criteria given. Meanwhile, from a proper model test which used F-test and determination coefficient, the regression model was properly used. The hypothesis test result showed that brand image, price, and service quality had a positive and significant effect on customers’ satisfaction. It meant, from the determination coefficient (R2) for about 0.515 or 51.5%, customers’ satisfaction was affected by brand image, price, and service quality. This described customers’ satisfaction was more increased when there was an increase of brand image, price, and service quality.