Analisis faktor-faktor yang mempengaruhi Kepuasan Pelanggan Konsumen Richeese Factory Di Kota Bandung

Yupi Yuliawati; Widianingsih Widianingsih; Graha Prakarsa; Mochammad Rizaldy Insan Baihaqqy; Nani Ernawati

doi:10.32670/jim.v17i2.61

Authors

Yupi Yuliawati Universitas Islam Nusantara
Widianingsih Widianingsih Universitas Islam Nusantara
Graha Prakarsa Universitas Islam Nusantara
Mochammad Rizaldy Insan Baihaqqy Universitas Islam Nusantara
Nani Ernawati Universitas Islam Nusantara

DOI:

https://doi.org/10.32670/jim.v17i2.61

Abstract

This study aims to determine the effect of brand image, service quality, customer experience on customer satisfaction for Richeese Factory consumers in Bandung City. The number of samples in this study were 385 respondents. The research was conducted using probability sampling technique, where data was collected through distributing questionnaires to 385 respondents as consumers at Richeese Factory in Bandung City. The data analysis techniques used are validity test, reliability test, classical assumption test, multiple linear regression analysis, partial t test, simultaneous f test, and coefficient of determination using SPSS 21. The results showed that brand image, service quality, customer experience have a significant and positive effect partially on customer satisfaction and brand image, service quality, customer experience have a significant and positive effect simultaneously on customer satisfaction.

Keywords: brand image ; service quality, customer experience, customer satisfaction

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