Jurnal Riset Bisnis dan Investasi
Vol 3 No 2 (2017): Jurnal Riset Bisnis dan Investasi

Pengaruh Brand Image Produk Private Label Terhadap Kepuasan Pelanggan

Isyatin Amalianti (Jurusan Administrasi Niaga, Politeknik Negeri Bandung)
Ermina Tiorida (Jurusan Administrasi Niaga, Politeknik Negeri Bandung)

Article Info

Publish Date
08 Jan 2018

Abstract

The purpose of this research is to analyze how the influence of brand image on customer satisfaction. This research uses quantitave descriptive method. The sample in this study was 112 consumer of private label products (YOA) in Griya Supermarket Bandung, using non-probability sampling - judgement sampling. The collection of information in this study was conducted by providing questionnaires to consumers and analyzed by using descriptive analysis, correlation, regression, coefficient of determination, and hypothesis testing. The results of this study indicate that the brand image affects customer satisfaction by 15% and the rest is influenced by other factors. Analysis results show that brand image has a positive effect on customer satisfaction.

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Journal Info
Jurnal Riset Bisnis dan Investasi
Website

Abbrev

an

Publisher

Politeknik Negeri Bandung

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

JURNAL RISET BISNIS & INVESTASI (JRBI) is published by the Department of Commerce Administration, Politeknik Negeri Bandung (POLBAN) as a communication media and forum for discussing economic and business issues in both national and regional. This journal is published three times in a year, ...