<![CDATA[Abstrak Penelitian ini dilakukan untuk menganalisis pengaruh nilai pelanggan, citra merek dan kualitas produk terhadap kepuasan pelanggan HP Samsung. Sampel dalam penelitian ini berjumlah 100 responden dengan metode pengambilan sampel menggunakan teknik Non probability Sampling dan menggunakan google form sebagai media dengan metode kuesioner. Analisis penelitian ini menggunakan analisis regresi linier berganda. Hasil uji instrumen penelitian menunjukkan semua indikator valid dan semua variabel reliabel. Berdasarkan analisis regresi berganda diperoleh hasil: (1) nilai pelanggan berpengaruh positif dan signifikan terhadap kepuasan pelanggan (2) citra merek berpengaruh positif dan signifikan terhadap kepuasan pelanggan (3) kualitas produk berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kata Kunci: Nilai Pelanggan, Citra Merek, Kualitas Produk dan Kepuasan Pelanggan. Abstract This study was conducted to analyze the effect of customer value, brand image and product quality on customer satisfaction of HP Samsung. The sample in this study amounted to 100 respondents with the sampling method using the non-probability sampling technique and using google form as a medium with the questionnaire method. The analysis of this research uses multiple linear regression analysis. The results of the research instrument test show that all indicators are valid and all variables are reliable. Based on multiple regression analysis, the results obtained are: (1) customer value has a positive and significant effect on customer satisfaction (2) brand image has a positive and significant effect on customer satisfaction (3) product quality has a positive and significant effect on customer satisfaction. Keywords: Customer Value, Brand Image, Product Quality and Customer Satisfaction]]>
