PENGARUH CITRA MEREK, KUALITAS PRODUK DAN HARGA TERHADAP KEPUASAN KONSUMEN AC DAIKIN CV CENTRAL ELEKTRO

Abstract

This study aims to determine the effect of brand image, product quality and price on consumer satisfaction of AC Daikin CV Central Elektro. This type of research uses descriptive quantitative research methods. The population used in this study is the Consumer AC Daikin CV Central Elektro. The number of respondents in this study were 110 people. Methods of data collection using questionnaires and using analytical techniques using multiple linear regression analysis test and hypothesis testing, namely t test and f test. Based on the results of multiple linear regression, the regression equation form Y = 5.265 + 0.297X1 + 0.153X2 + 0.278X3 and the results of the t test and f test of this study can be concluded that Brand Image has a positive and significant effect on consumer satisfaction. Product quality has a positive and significant effect on consumer satisfaction. Price has a positive and significant effect on consumer satisfaction. Brand Image (X_1), Product Quality (X_2) and Price (X3) together have a positive and significant effect on Consumer Satisfaction (Y) on AC Daikin CV Central Elektro.