The Influence Of Price Perception, Product Quality, And Brand Image On Customer Satisfaction In Samsung Smartphone Users

Roby Khoirul Jaya; Alimuddin Rizal Rivai; Euis Soliha

doi:10.35315/icms.v2i1.9429

Roby Khoirul Jaya Universitas Stikubank Semarang
Alimuddin Rizal Rivai Universitas Stikubank Semarang
Euis Soliha Universitas Stikubank Semarang

DOI: https://doi.org/10.35315/icms.v2i1.9429

Keywords: price perception, product quality, brand image, consumer satisfaction

Abstract

This study aims to examine and analyze the effect of perceived price, product quality, and brand image on consumer satisfaction. The population in this study are Samsung smartphone users. The sampling technique uses a non-probability sampling technique, namely purposive sampling. The data collection technique uses an online questionnaire through the Google form. There are a number of respondents used as many as 125 respondents. Data analysis used multiple linear regression analysis, assisted by the statistical program SPSS version 25.0. The results of the study show that perceived price and brand image have a positive and significant effect on consumer satisfaction. While product quality has no effect on consumer satisfaction.