Pengaruh Kualitas Pelayanan Pelayanan dan Citra Merek terhadap Kepuasan Konsumen

PT. Batavia Bintan Berlian Dealer Yamaha

Abstract

The purpose of this study was to determine the effect of service quality and brand image on consumer satisfaction at PT Batavia Bintan Belian Sukabumi.

The design in this study used descriptive and associative research methods with a quantitative approach. The population of this study consists of consumers who use Yamaha motorcycles in the Sukabumi area, the sample used is 97 respondents obtained using the Cohran formula calculation assuming the number of respondents is unknown. The analysis test of the research instrument used validity, reliability and classical assumption tests to then test statistical analysis and analysis of the correlation coefficient of determination and multiple linear regression as well as hypothesis testing t test and F test.

Based on the results of research conducted, it can be seen that simultaneously service quality affects consumer satisfaction and brand image affects consumer satisfaction. The results showed that partially service quality and brand image had a strong and significant effect on consumer satisfaction. The contribution of service quality and brand image to customer satisfaction is 63.7%, while the remaining 36.3% is influenced by variables not examined..