persaingan Analysis of the Effect of Perceived Product Quality, Price Feasibility and Brand Image on Customer Satisfaction: Study on Customer Mie Gacoan Tamansiswa

Abstract

This  study  aims  to  examine  the  effect  of perceived product quality, price worthiness, and brand image to customer satisfaction at Mie Gacoan Tamansiswa. his  type  of  research  is descriptive   with   a   quantitative   approach.   Research   subjects   are   consumers   who   have purchased more than once  products   at Mie Gacoan Tamansiswa. Primary   data   obtained   from   a questionnaire  with  154  respondents  with  purposive  sampling. The results of the research on the test show that the Perceived Product Quality (X1) has positive and significant effect on Customer Satisfaction (Y) with a value of 0,000. The Price Worthiness (X2) has positive and significant effect on Customer Satisfaction (Y) with a value of 0,001. And the Brand Image (X3) has positive and significant effect on Customer Satisfaction (Y) with a value of 0,005. In the results of the F test  Perceived Product Quality, Price Worthiness, Brand Image  simultaneously  affect  to Customer Satisfaction which  is  indicated  by  a  significance value of 0.000.

Keyword: Perceived Product Quality, Price Worthiness, Brand Image, Customer Satisfaction.