Pengaruh Citra Merek dan Persepsi Harga terhadap Kepuasan Pelanggan pada Toko H&M di Manado Town Square

Decalvio D T N Mambu (Program Studi Ilmu administrasi bisnis Fakultas Ilmu Sosial dan Politik)
Tinneke M Tumbel
Aneke Y. Punuindoong

Productivity
Vol 7 No 1 (2026): Maret 2026

This research aims to determine the influence of brand image and price perception on customer satisfaction at the H&M store in Mantos. This research uses a quantitative approach, with a sample of 100 respondents. The data analysis used is quantitative or statistical. Data that met the requirements for analysis were processed using the SPSS 24 program. From the testing it was found that Brand Image had a positive and significant effect on customer satisfaction, price perception had a positive and significant effect on customer satisfaction, and brand image and price perception together had an effect. positive and significant on customer satisfaction. Thus, brand image and price perception can increase consumer satisfaction. By considering the reality of tight competition in business, especially in the fashion sector and paying attention to empirical evidence from the results of this research, companies should pay more attention to and improve brand image and adjust pricing so that customer satisfaction can be achieved.