Pengaruh Product Quality Dan Brand Image Terhadap Customer Satisfaction (Studi Pada Pelanggan Starbucks Coffee Margonda Depok) - Christian Kuswibowo; Avia Enggar Tyasti; Dedi Febrianto (Politeknik APP Jakarta, 2020)
ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh Product Quality dan Brand Image terhadap Customer Satisfaction pada pelanggan Starbucks Coffee Margonda Depok Populasi dalam penelitian ini adalah para pelanggan Starbucks Coffee Margonda Depok. Sampel yang digunakan adalah sebanyak 70 pelanggan Starbucks Coffee Margonda Depok. Metode penarikan sample menggunakan Incidental Sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode Pendekatan yang digunakan dalam penelitian ini adalah metode kuantitatif dengan alat analisis Smart-PLS. Hasil penelitian menunjukan Product Quality berpengaruh positif dan signifikan terhadap Customer Satisfaction dan dalam hal ini Brand image juga berpengaruh positif dan signifikan terhadap Customer Satisfaction.Kata kunci: Product Quality, Brand Image, Customer SatisfactionABSTRACT This research is to analyze the effect the effect of Product Quality and Brand Image on Customer Satisfaction at Starbucks Coffee Margonda Depok customers. The population in this study were the customers of Starbucks Coffee Margonda Depok. The samples used were 70 customers of Starbucks Coffee Margonda Depok. The sampling method used was incidental sampling. Methods of data collection using survey methods, with the research instrument is a questionnaire. The approach method used in this research is a quantitative method with the Smart-PLS analysis tool. The results showed that Product Quality had a positive and significant effect on Customer Satisfaction. Brand image has a positive and significant effect on Customer Satisfaction. Keywords: Product Quality, Brand Image, Customer Satisfaction