ANALISIS PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN INDIHOME (Studi Kasus Mahasiswa FEB Universitas Kristen Indonesia)

Abstract

This research aims to determine the level of Indihome customer satisfaction among Indonesian Christian University FEB students regarding the Product Qualities, Services Qualities, and Brand Image provided by Indihome. The data sources used are primary data obtained through distributed questionnaires to 100 respondents, namely Indihome customers at FEB Indonesian Christian University, and secondary data through data from the UKI Student Affairs Bureau. The research method used is the Multiple Linear Regression method, while the data collection technique is the Non-Probability Sampling method, Likert scale measurement, and questionnaire testing using the Validity and Reliability method. Questionnaire testing was carried out to obtain a valid and reliable questionnaire. If rcount > rtable, then the statement item is valid, whereas if rcount < rtable, then the statement item is invalid. It is known that rtable at the significance level (ɑ) 0.05 is 0.1966. So it was concluded that the data from the questionnaire results for respondents were declared accurate. The results of this research indicate that partial Product Qualities (X1) have no significant effect on customer satisfaction with a sig. value. amounting to 0.192 > 0.05. In particular, Services Qualities (X2) have a significant effect on customer satisfaction with a sig. value. equal to 0.001 < 0.05. Partially Brand Image (X3) has a significant effect on Customer Satisfaction with a sig value. equal to 0.001 < 0.05. Simultaneously, Product Qualities, Service Qualities, and Brand Image have a significant effect on Customer Satisfaction with a sig. equal to 0.001 < 0.05. The value of the Coefficient of Determination () is 0.733, meaning that the contribution of the Product Qualities (X1), Services Qualities (X2), and Brand Image (X3) variables to the Customer Satisfaction variable (Y) is 73.3%, while the remaining is 26.7% influenced by other variables. Based on the results of the research, the author concluded that Indihome's product qualities were felt to be not optimal in satisfying customer's needs and desires, and Indihome's service qualities and brand image made customers interested in subscribing to the Indihome internet provider.

Keywords: Product Qualities, Services Qualities, Brand Image, Customers Satisfaction