PENGARUH HARGA, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN PADA PRODUK MADAME GIE

Abstract

This research was conducted to further explore “The Influence of Price, Product Quality, and Brand Image on Customer Saticfaction of Madame Gie Product”. To support this research, qeustionnaires were distributed to 385 customers of Madame Gie. The analysis technique used was multiple linear regression analysis, and hyphotesis testing was carried out using t-tests and F-tests with the help of SPSS 26 tools. The result showed that price, product quality, and brand image simultaneously influenced customer satisfaction, which has a value of 0,720 or 72%, with a value of f count 326,245 > f table 2,628. This indicates that price (X1), product quality (X2), and brand image (X3) significantly affect customer satisfaction (Y) by 72%, while the remaining 28% is contributed by other factors not examined in this research.