Pengaruh Brand Image Produk Private Label Terhadap Kepuasan Pelanggan

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Edisi Agustus 2017
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Published: Jan 8, 2018
DOI: https://doi.org/10.35313/jrbi.v3i2.931
Keywords:
brand image, customer satisfaction, griya supermarket bandung, private label

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Isyatin Amalianti
Jurusan Administrasi Niaga, Politeknik Negeri Bandung
Ermina Tiorida
Jurusan Administrasi Niaga, Politeknik Negeri Bandung

Abstract

The purpose of this research is to analyze how the influence of brand image on customer satisfaction. This research uses quantitave descriptive method. The sample in this study was 112 consumer of private label products (YOA) in Griya Supermarket Bandung, using non-probability sampling - judgement sampling. The collection of information in this study was conducted by providing questionnaires to consumers and analyzed by using descriptive analysis, correlation, regression, coefficient of determination, and hypothesis testing. The results of this study indicate that the brand image affects customer satisfaction by 15% and the rest is influenced by other factors. Analysis results show that brand image has a positive effect on customer satisfaction.

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How to Cite
Amalianti, I., & Tiorida, E. (2018). Pengaruh Brand Image Produk Private Label Terhadap Kepuasan Pelanggan. Jurnal Riset Bisnis Dan Investasi, 3(2), 24-38. https://doi.org/10.35313/jrbi.v3i2.931
Issue
Vol 3 No 2 (2017): Jurnal Riset Bisnis dan Investasi
Section
Regular Article
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