Pengaruh Kualitas Produk, Promosi Dan Citra Merek Terhadap Kepuasan Pelanggan di Outlet Hokben Ciracas

Abstract

This study aims to analyze the influence of product quality, promotion, and brand image on customer satisfaction at Hokben Ciracas outlets. This study used a Likert scale with 100 respondents to measure relation among variables. The data were collected and processed with SPSS v.26 software and analyzed. The analysis result showed that product quality has a positive and significant effect on customer satisfaction, promotion has a positive and significant impact on customer satisfaction, and brand image has a positive and significant influence on customer satisfaction. In addition, it was also found that the three variables, namely product quality, promotion, and brand image, simultaneous have a positive effect on customer satisfaction. And these results can be the basis for improving marketing strategies and customer service quality in the restaurant industry in the future.