Pengaruh Harga, Citra Merek dan Kualitas Pelayanan terhadap Kepuasan Pelanggan pada Mie Gacoan Jl. Dr Mansyur Medan

Abstract

Mie Gacoan is one of Indonesia's culinary businesses which is growing and spreads across various regions. Mie Gacoan provides its flagship menu, namely spicy noodles with adjustable spiciness levels and sells other products in the form of dim sum and various kinds of drinks. This research aims to determine and analyze the influence of price, brand image and service quality on customer satisfaction at Mie Gacoan Jl. Dr Mansyur, Medan. The population in this research are customers who have just purchased Mie Gacoan products on Jl. Dr Mansyur Medan whose number is unknown. The sample in this study was 90 people taken using accidental sampling technique. Based on the results of the t test (partial), price has a negative and insignificant effect on customer satisfaction with a t value of -43,730 and a significant level of 0.000 < 0.05. Brand Image has a positive and significant effect on Customer Satisfaction with a t value of 20.012 and a significance level of 0.000 < 0.05. Service Quality has a positive and significant effect on Customer Satisfaction with a t value of 22,186 and a significance level of 0.000 < 0.05. The results of the F test (simultaneous) show that Price, Brand Image and Service Quality have a significant effect on Customer Satisfaction with a value of 1007.466 and a significance level of 0.000 < 0.05. The results of the determination test (R²) show that Price, Brand Image and Service Quality influence Customer Satisfaction by 97.1%.