PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN ALFAMIDI BATAS KOTA RANOMETO

Ariawan, NIM: 2021050102072. The Effect of Product Qual, A (2026) PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN DAN CITRA MEREK TERHADAP KEPUASAN PELANGGAN ALFAMIDI BATAS KOTA RANOMETO. Other thesis, IAIN KENDARI.

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Abstract

ABSTRAK
Ariawan, NIM : 2021050102072. Pengaruh Kualitas Produk, Kualitas
Pelayanan Dan Citra Merek Terhadap Kepuasan Pelanggan Alfamidi
Batas Kota Ranometo. Fakultas Ekonomi dan Bisnis Islam, Institut
Agama Islam Negeri Kendari melalui pembimbing I Bapak Suman
Anselah dan pembimbing II Ibu Lily Ulfia

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk,
kualitas pelayanan dan citra merek terhadap kepuasan pelanggan
alfamidi batas kota ranomeeto. Jenis penelitian ini menggunakan
penelitian dengan metode kuantitatif, dengan jumlah sampel sebanyak
96 responden datanya dikumpulkan menggunakan kuesioner, Peneliti
melakukan uji validitas dan reliabilitas agar memastikan data yang
digunakan valid. Kemudian melakukan teknik analisis data dengan
menggunakan uji asumsi klasik, uji regresi linear berganda dan uji
hipotesis menggunakan aplikasi SPSS 21. Hasil penelitian menunjukan
bahwa kualitas produk (X1) tidak berpengaruh positif dan tidak
signifikan terhadap kepuasan pelanggan (Y). Kemudian kualitas
pelayanan (X2) berpengaruh positif dan signifikan terhadap kepuasan
pelanggan (Y), citra merek (X3) berpengaruh positif dan signifikan
terhadap kepuasan pelanggan (Y). Secara simultan, kualitas produk,
kualitas pelayanan dan citra merek bersama sama mempengaruhi
kepuasan pelanggan. Besar pengaruh yang disebabkan oleh ketiga
variabel yakni kualitas produk, kualitas kualitas pelayanan dan citra
merek sebesar 67,3 %, Sedangkan sisanya, yakni 33,7 % dijelaskan
oleh variabel lain yang tidak terdapat dalam penelitian ini.

Kata Kunci: Kualitas Produk (X1), Kulitas Pelayanan (X2) Citra
Merek (X3) Dan Kepuasan Pelanggan (Y)

ABSTRACT
Ariawan, NIM: 2021050102072. The Effect of Product Quality,
Service Quality and Brand Image on Customer Satisfaction Alfamidi
Ranometo City Limits. Faculty of Economics and Islamic Business,
Kendari State Islamic Institute through supervisor I Mr. Suman
Anselah and supervisor II Mrs. Lily Ulfia.

This study aims to determine the effect of product quality, service
quality and brand image on customer satisfaction of alfamidi ranomeeto
city limits. This type of research uses research with quantitative
methods, with a sample size of 96 respondents, the data is collected
using a questionnaire, researchers conduct validity and reliability tests
to ensure the data used is valid. Then perform data analysis techniques
using the classical assumption test, multiple linear regression test and
hypothesis testing using the SPSS 21 application. The results showed
that product quality (X1) had no positive and insignificant effect on
customer satisfaction (Y). Then service quality (X2) has a positive and
significant effect on customer satisfaction (Y), brand image (X3) has a
positive and significant effect on customer satisfaction (Y).
Simultaneously, product quality, service quality and brand image
together affect customer satisfaction. The amount of influence caused
by the three variables, namely product quality, service quality and
brand image is 67.3%, while the remaining 33.7% is explained by other
variables not included in this study.
Keywords: Product Quality (X1), Service Quality (X2) Brand
Image (X3) And Customer Satisfaction (Y)

Item Type: Thesis (Other)
Uncontrolled Keywords: Kualitas Produk (X1), Kulitas Pelayanan (X2) Citra Merek (X3) Dan Kepuasan Pelanggan (Y)
Subjects: 600 Teknologi dan Ilmu Terapan > 658 Manajemen Umum > 658.4 Manajemen Eksekutif > 658.4013 Manajemen Kontrol dan Kualitas
Divisions: Fakultas Ekonomi dan Bisnis Islam > Prodi Perbankan Syariah
Depositing User: Unnamed user with email [email protected]
Date Deposited: 08 May 2026 02:11
Last Modified: 08 May 2026 02:12
URI: http://digitallib.iainkendari.ac.id/id/eprint/4466

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