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Rismawati S, Asina
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau
Social Sciences

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PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADADP KEPUASAN KONSUMEN PADA WAROENG STEAK & SHAKE MELATI PEKANBARU Rismawati S, Asina; Karneli, Okta
Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial dan Ilmu Politik Vol 5, No 1: WISUDA APRIL 2018
Publisher : Fakultas Ilmu Sosial dan Ilmu Politik Universitas Riau

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Abstract

This research was conducted at Waroeng Steak & Shake Melati Pekanbaru. The problem in this research is declined the number of transactions and declined number of sales within the last 5 years. This study aims to determine the effect of brand image and product quality on customer satisfaction at Waroeng Steak & Shake Melati Pekanbaru. In this research data analysis used descriptive and quantitative with SPSS program. The sample in this research totalled 100 respondents, with sampling method using a purposive sampling. Data collection techniques used are primary and secondary data through observation, interview, and questionnaire. Methods of data analysis used a simple linear regression analysis method and multiple linear regression From the results of tests conducted indicate that the brand image and product quality have a positive and significant impact on customer satisfaction in Waroeng Steak & Shake Melati Pekanbaru. Keywords: Brand Image, Product Quality and Consumer Satisfaction.
Co-Authors Okta Karneli, Okta