Pengaruh Brand Image dan Harga terhadap Kepuasan Pelanggan

Helni Herliani (Universitas Catur Insan Cedekia)
Sudadi Pranata (Universitas Catur Insan Cendekia)

Mandiri: Jurnal Akuntansi dan Keuangan
Vol. 5 No. 2 (2026): Juni 2026

Penelitian ini bertujuan untuk menganalisis pengaruh Brand Image dan Harga terhadap Kepuasan Pelanggan Point Coffee di Kota Cirebon, baik secara parsial maupun simultan. Penelitian ini memberikan kontribusi empiris dengan menguji keterkaitan Brand Image dan Harga secara bersama-sama dalam menjelaskan Kepuasan Pelanggan pada konteks Point Coffee di Kota Cirebon, sehingga memperluas bukti penelitian terdahulu yang umumnya mengkaji objek coffee shop yang berbeda. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data diperoleh melalui kuesioner dengan skala Likert lima tingkat yang diberikan kepada 120 pelanggan Point Coffee di Kota Cirebon menggunakan teknik simple random sampling. Data dianalisis menggunakan uji validitas, reliabilitas, asumsi klasik, dan regresi linear berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa Brand Image berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan dengan nilai t sebesar 3,617 dan signifikansi 0,000. Harga juga berpengaruh positif dan signifikan dengan nilai t sebesar 3,192 dan signifikansi 0,002. Secara simultan, Brand Image dan Harga berpengaruh signifikan terhadap Kepuasan Pelanggan dengan nilai F sebesar 18,535 dan signifikansi 0,000. Nilai R Square sebesar 0,241 menunjukkan bahwa kedua variabel mampu menjelaskan 24,1% variasi Kepuasan Pelanggan. Secara praktis, hasil penelitian menunjukkan pentingnya penguatan citra merek dan kesesuaian strategi harga dengan manfaat yang diterima pelanggan dalam mendukung kepuasan pelanggan Point Coffee.     This study aims to analyze the effect of Brand Image and Price on Customer Satisfaction among Point Coffee customers in Cirebon City, both partially and simultaneously. This study provides empirical evidence by examining the combined role of Brand Image and Price in explaining Customer Satisfaction in the context of Point Coffee in Cirebon City, thereby extending previous evidence that has predominantly examined different coffee shop contexts. This study employed a quantitative approach using a survey method. Data were collected through questionnaires using a five-point Likert scale from 120 Point Coffee customers in Cirebon City selected through simple random sampling. The data were analyzed using validity, reliability, classical assumption, and multiple linear regression tests with the assistance of SPSS. The results showed that Brand Image had a positive and significant effect on Customer Satisfaction, with a t-value of 3.617 and a significance value of 0.000. Price also had a positive and significant effect on Customer Satisfaction, with a t-value of 3.192 and a significance value of 0.002. Simultaneously, Brand Image and Price significantly affected Customer Satisfaction, with an F-value of 18.535 and a significance value of 0.000. The R Square value of 0.241 indicates that Brand Image and Price explain 24.1% of the variation in Customer Satisfaction. Practically, the findings highlight the importance of strengthening brand image and maintaining price-value alignment to support customer satisfaction at Point Coffee.