The Influence of Brand Image, Sales Promotion and Quality of Service on Customer Satisfaction Car Rental Service

Abstract

This causal associative research aims to determine the effect of brand image, sales promotion, and service quality on customer satisfaction in car rental services. Data were collected by using a google form questionnaire which was measured by a Likert scale. Samples were taken by purposive sampling with 100 respondents. The data analysis technique used is multiple linear regression. This study shows that brand image, sales promotion, and service quality have a positive and significant impact on customer satisfaction. The company is expected to pay more attention to customer satisfaction by paying attention to the brand image, maintaining sales promotions carried out and maintaining the quality of services provided by improving the performance of handling complaints by customers.