PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN

Universitas Udayana

  • I Made Agastya Adiatmika Budhi Universitas Udayana
  • Ni Wayan Ekawati
##plugins.pubIds.doi.readerDisplayName## https://doi.org/10.24843/EJMUNUD.2022.v11.i05.p05

Abstrak

The purpose of this study is to explain effect of product quality, brand image, on customer satisfaction at Mix and Match customers in Denpasar. 130 people are used as respondents with purposive sampling method. Analytical technique used is path analysis and Sobel test. The results showed that Product quality had positive and significant effect on brand image, Product quality had positive and significant impact on customer satisfaction, Brand image had positive and significant impact on customer satisfaction, Brand Image mediate the effect of Product Quality on customer satisfaction. Mix And Match need to improve the layout of the store so that customers and carry out quality checks regularly so that the raw materials used are always consistent and it is recommended for every new customer who comes directly to the Mix And Match outlet to fill in the criticism and suggestion boxes.


Keywords: product quality, brand image, and customer satisfaction.

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Diterbitkan
2022-05-20
##submission.howToCite##
BUDHI, I Made Agastya Adiatmika; EKAWATI, Ni Wayan. PERAN BRAND IMAGE DALAM MEMEDIASI PENGARUH KUALITAS PRODUK TERHADAP KEPUASAN PELANGGAN. E-Jurnal Manajemen, [S.l.], v. 11, n. 5, p. 948-967, may 2022. ISSN 2302-8912. Tersedia pada: <https://ojs.unud.ac.id/index.php/manajemen/article/view/76623>. Tanggal Akses: 25 sep. 2026 doi: https://doi.org/10.24843/EJMUNUD.2022.v11.i05.p05.
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Terbitan
Vol 11 No 5 (2022)
Bagian
Articles
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.