PENGARUH KUALITAS PELAYANAN, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN FORE COFFEE DI KALANGAN MAHASISWA

Nur  Fitriyah Sabrina; Anton  Eko Yulianto

Nur Fitriyah Sabrina Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Anton Eko Yulianto Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya

Keywords: service quality, product quality, brand image, and service

Abstract

Therefore, this research aims to find out the effect of service quality, product quality, and brand image on the customers’ satisfaction of Fore Coffee among university students. The research applies causal. Moreover, the population consists of university students in Surabaya who have purchased products at Fore Coffee. Additionally, the data collection technique used non-probability sampling with purposive sampling as its technique. In addition, the instrument in the data collection technique was a questionnaire. The questionnaires were distributed to the respondents. In line with that, 98 respondents who have purchased products at Fore Coffee among Surabaya university students. Students of Surabaya. In addition,, the data analysis technique used multiple linear regression with SPSS application 26 version. The result shows that service quality, product quality, and brand image have a positive and significant effect on the customers’ satisfaction of Fore Coffee among university students in Surabaya.