Pengaruh Kualitas Produk, Persepsi Harga dan Citra Merek terhadap Kepuasan Pelanggan Kopi Kenangan pada Mahasiswa Angkatan 2022 - 2023 Universitas Budi Luhur Jakarta

Muzaki Firdaus; Ravindra Safitra Hidayat

doi:10.61132/jeap.v3i3.2507

Authors

Muzaki Firdaus Universitas Budi Luhur
Ravindra Safitra Hidayat Universitas Budi Luhur

DOI:

https://doi.org/10.61132/jeap.v3i3.2507

Keywords:

Brand Image, Customer Satisfaction, Kopi Kenangan, Price Perception, Product Quality

Abstract

This study aims to determine and analyze the effect of Product Quality, Price Perception, and Brand Image on Customer Satisfaction with Kopi Kenangan, both partially and simultaneously. This study uses a quantitative approach with a population consisting of all active students of Universitas Budi Luhur Jakarta from the 2022–2023 cohort who have purchased and consumed Kopi Kenangan products, the exact number of which is unknown (unknown population). The sample was determined using the Lemeshow formula with a purposive sampling technique, resulting in 100 respondents. Primary data were collected through questionnaires and analyzed using multiple linear regression analysis with the help of SPSS software, including validity and reliability tests, classical assumption tests, hypothesis tests (t-test), and the coefficient of determination test. The results show that Product Quality, Price Perception, and Brand Image each have a positive and significant effect on Customer Satisfaction, with Brand Image being the most dominant variable. These findings indicate that maintaining product quality, competitive pricing, and a strong brand image is important for improving customer satisfaction among university students.

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