PENGARUH CITRA MEREK, KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP KEPUASAN PELANGGAN (STUDI PADA PELANGGAN BANDENG ELRINA SEMARANG)

Abstract

This study aims to analyze the influence of brand image, product quality and price perception to customer satisfaction. The number of samples of this study were 100 respondents. Sampling technique that will be used in this research is by using purposive sampling method, that is sampling based on certain criteria. The criteria specified in this sampling are consumers who have made purchases at least twice.

The results of analysis can be concluded that: there is a positive and significant impact of brand image on customer satisfaction, there is a positive and significant impact of product quality on customer satisfaction, and there is a positive and significant impact of price perception on customer satisfaction

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