Brand Image And Service Quality On Customer Satisfaction During Covid 19 (Case Study At Pancong Balap Teduh Cafe In Purwakarta)
DOI:
https://doi.org/10.54099/icemat2023.v1i1.322Keywords:
Brand Image, Service Quality and Customer Satisfaction.Abstract
The Food & Beverage (F&B) business is the most popular business category among Indonesian people. In a competitive industry, a business needs to create a strategy to win the market, one of which is by creating customer satisfaction. Brand image and service quality are factors that can affect customer satisfaction. The purpose of this study was to determine the effect of brand image and service quality on Pancong Balap Teduh in Purwakarta. The number of samples as many as 99 respondents, data collection was done through a questionnaire. The analysis technique uses multiple linear regression analysis with SPSS version 25. Based on the results of the analysis, it can be found that brand image and service quality have a positive and significant effect on customer satisfaction at Pancong Balap Teduh Purwakarta.
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