PENGARUH CITRA MEREK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN PT INDOKACA MITRA FORTUNA

Abstract

The purpose of this research is find out how the influence of brand image and service
quality on customer satisfaction at PT Indokaca Mitra Fortuna with saturated sampling
tehcniques that are all existing customers so as to get a sample number of 104 respondens.
The method of collecting data is by a questionaire that is distributed directly. Data quality
test in this study using validity test and reliabilty test, classic assumption test and influence
test in this study using coefficient of determination analysis and multiple linear regression
analysis, while hypothesis test in this study using (t test) and (F test) using SPSS software
program version 26. The result of coeffiicient of determination (R2) obtained is the variable
brand image and service quality affects 78.6% of customer satisfaction. from the results of
t and f tests, it could be concluded that partially the brand image and service quality has a
signifiicant effect on customer satisfaction, as well as simultaneously the brand image and
service quality have a significant effect on customer satisfaction.