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All Journal Jurnal Manajemen Bisnis Krisnadwipayana
Meilly Yani Yanwar
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Economics, Econometrics & Finance Social Sciences

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PENGARUH CITRA MEREK DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN PT. SERASI AUTO RAYA JAKARTA Meilly Yani Yanwar; Tatag Herbayu
Jurnal Manajemen Bisnis Krisnadwipayana Vol 9, No 3 (2021): JURNAL MANAJEMEN BISNIS KRISNADWIPAYANA
Publisher : Program Studi Magister Manajemen Universitas Krisnadwipayana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35137/jmbk.v9i3.603

Abstract

To determine the effect of brand image and service quality on customer satisfaction PT. Serasi Auto Raya (SERA) Jakarta. This research uses quantitative methods. The population of this research is the customers of PT. Serasi Auto Raya (SERA) Jakarta with a total sample of 80 respondents who were taken using a sampling technique using incidental sampling techniques, by filling out a questionnaire on google form. The analysis technique was carried out with simultaneous and partially linear regression. Based on the test results, it is found that brand image has a positive and significant effect on customer satisfaction. Then, service quality has a positive and significant effect on customer satisfaction. Furthermore, brand image and customer satisfaction simultaneously have a significant effect on customer satisfaction at PT. Serasi Auto Raya (SERA) Jakarta.
Co-Authors Tatag Herbayu Latukismo