PENGARUH KUALITAS LAYANAN, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN PADA COFFEE SHOP KOUPIKIRIN DI SURABAYA

Abstract

This research aimed to find out and analyze the effect of service quality, product quality, and brand image on the customers’ satisfaction at Koupikirin coffee shop Surabaya. The research was quantitative. Furthermore, the research population was the customer at Koupikirin coffee shop Surabaya. The data collection technique used saturated sampling. Moreover, the sample was 98 respondents taken from the customers’ data at Koupikirin coffee shop Surabaya. The research data analysis technique used multiple lineir regressions to calculate the amount of coefficient regressions in order to find out the effect of service quality, product quality, and brand image on the customers’ satisfaction. Meanwhile, the research hypothesis testing used F test and partial test with T test. The research result showed that the variable of service quality had a positive and significant effect on customers’ satisfaction. Likewise, product quality had a positive and significant effect and customers’ satisfaction. Similarly, brand image had a positive and significant effect on customers’ satisfaction.