Pengaruh Brand Image, Brand Trust, dan Kualitas Produk terhadap Kepuasan Konsumen UMKM Sagu Ambon Asnah

Abstract

This study aims to determine the effect of Brand Image, Brand Trust, and Product Quality on consumer satisfaction of UMKM Sago Ambon Asnah. This research is associative research and the type of data used is quantitative data. The sample in this study was 62 people, who were taken with the Purposive sampling technique The data collection method in this study uses the questionnaire method or questionnaire and interview. Data analysis used Multiple Linear Regression Analysis which was processed with SPSS . The results of this study indicate that simultaneously Brand Image, Brand Trust, and Product Quality have a significant effect on Consumer Satisfaction of UMKM Sago Ambon Asnah. Partially, Brand Image has a positive and significant effect on customer satisfaction, Brand Trust has a positive and significant effect on customer satisfaction, and Product Quality has a positive and significant effect on Customer Satisfaction.