Pengaruh Kualitas Pelayanan dan Citra Merek terhadap Kepuasan Pelanggan yang menggunakan Produk Ms Glow di Kota Singaraja

Abstract

The purpose of this research is to determine the influence of service quality and brand image on customer satisfaction among users of ms glow products in Singaraja city, both partially and collectively. The research design used in this study is quantitative causal research. Purposive sampling, a nonstandard technique, was employed for sample selection, which is a probability sampling method. The number of respondents involved in this study is 100 people. The data collection instrument used was a questionnaire, and the analysis method employed was multiple linear regression analysis. The findings of this study are as follows: (1) service quality has a positive and significant impact on customer satisfaction among users of ms glow products in Singaraja city. (2) brand image has a positive and significant influence on customer satisfaction among users of ms glow products in Singaraja city, and (3) service quality and brand image collectively have a significant impact on customer satisfaction among users of ms glow products in Singaraja city.