The Impact of Service Quality and Brand Image to Customer Satisfaction Mie Gacoan Branch Juanda Bekasi

Abstract

This research was conducted to determine how the quality of service affects customer satisfaction and how the brand image affects customer satisfaction at Mie Gacoan Juanda Bekasi. The purpose of this study was to examine and measure whether the implementation of service quality and brand image at Mie Gacoan Juanda Bekasi was appropriate. The research method used in this study uses a quantitative approach. This study uses independent variables, namely service quality and brand image. The dependent variable of this study is customer satisfaction. The population in this study were consumers of Mie Gacoan Juanda Bekasi branch. The sample in this study consisted of 140 respondents, taken using the Accidental Sampling technique. Data collection using questionnaires distributed directly to respondents. The analysis and research methods used are validity test, reliability test, descriptive analysis, classical assumption test, multiple linear regression, correlation coefficient, determination coefficient and t test. The results of the study indicate that there is a positive and significant statistical influence between service quality and brand image partially on consumer satisfaction in Mie Gacoan products, Juanda Bekasi branch, this is proven based on the results of the t-test of the service quality variable (X₁) of 9.385> t_table 1.977 and the brand image variable (X₂) of 4.035> t_table 1.977. So it can be interpreted that Service Quality and Brand Image partially have a positive and significant effect on Consumer Satisfaction.