Pengaruh Product Quality Dan Brand Image Terhadap Customer Satisfaction Parfum Hmns Di Kota Bandung
Abstract
Tujuan dilaksanakannya penelitian ini yaitu menganalisis customer satisfaction yang dipengaruhi oleh brand image
dan product quality. Latar belakang penelitian didasari oleh pertumbuhan industri parfum lokal yang kompetitif serta
pentingnya kepuasan pelanggan dalam mempertahankan loyalitas dan memperluas pangsa pasar. Metode yang
diimplementasikan dalam penelitian berupa kuantitatif dengan teknik pengumpulan datanya berbasis kuesioner.
Adapun subjek penelitiannya adalah pengguna parfum HMNS di Kota Bandung. Lalu model analisis datanya
menerapkan uji regresi linear berganda, analisis deskriptif, uji validitas, dan reliabilitas. Berdasarkan analisis data
didapatkan 40% brand image dan 34,6% product quality memengaruhi customer satisfaction secara signifikan.
Adapun secara simultan memberikan kontribusi sebesar 75%. Temuan ini menegaskan bahwa peningkatan kualitas
produk dan penguatan citra merek menjadi strategi utama dalam menciptakan kepuasan pelanggan yang berkelanjutan
di industri parfum lokal. Penelitian ini memberikan implikasi praktis bagi pelaku industri parfum untuk fokus pada
inovasi produk dan pembangunan brand image yang konsisten guna mempertahankan dan meningkatkan kepuasan
serta loyalitas pelanggan.
Kata Kunci: Product Quality, Brand Image, Customer Satisfaction
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