PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN

Muhamad Syaeful Anwar

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Consumer Behavior and Marketing Influence Customer Service Quality and Loyalty Consumer Market Behavior and Pricing

Abstract

This study aims to examine the effect of product quality, price perception, and brand image on customer satisfaction when using Xiaomi/Oppo/Vivo/Samsung brand smartphones. This study used a quantitative approach because testing the hypothesis. The sampling technique uses purposive sampling with the criteria of people who use Xiaomi/Oppo/Vivo/Samsung brand smartphones. The data collection technique uses a self-administered survey by distributing questionnaires directly to respondents using Google Forms. Respondents in this study are 204 respondents. The data analysis technique uses SmartPLS version 3.3. The results show that product quality, price perception, and brand image has a positive and significant effect on customer satisfaction. Keywords: Product Quality, Price Perception, Brand Image, Customer Satisfaction

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1976Business research methods 2013Business Research Methods 2000Exploring the factors associated with Web site success in the context of electronic commerce 1999A Dynamic Model of Customers’ Usage of Services: Usage as an Antecedent and Consequence of Satisfaction 2009The Roles of the Physical Environment, Price Perception, and Customer Satisfaction in Determining Customer Loyalty in the Restaurant Industry 1999A Dynamic Model of Customers' Usage of Services: Usage as an Antecedent and Consequence of Satisfaction 2005Customer intention to return online: price perception, attribute‐level performance, and satisfaction unfolding over time 2015The Impact of Brand Image on Consumer Behavior: A Literature Review

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