Pengaruh Brand Image, Kualitas Produk, Dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan

Rohiman, Dede
Sarah, Siti

Journal of Artificial Intelligence and Digital Business
Vol. 4 No. 2 (2025): Mei - Juli

The purpose of this study is to analyze how customer happiness is impacted by brand image, product quality, and service quality.  combining descriptive and verification techniques with a quantitative approach.  Questionnaires, interviews, and literature reviews were used to gather data, and the Slovin formula was used to choose a sample of 20 respondents.  With a t value of -0.567 and a significance value of 0.578, the study using SPSS 25 revealed that brand image had no discernible impact on customer satisfaction. Service quality has a considerable impact with a t value of 3.491 and a significance value of 0.003, whereas product quality has a t value of 1.809 and a significance value of 0.009.  With a simultaneous F value of 20.380 and a significance level of 0.000, the three factors strongly influence customer satisfaction.