Pengaruh Brand Image, Kualitas Produk, dan Online Customer Review Terhadap Kepuasan Pelanggan pada Cafe T1311 di Kota Medan

Abstract

This study aims to determine and analyze the influence of brand image, product quality, and online customer review on customer satisfaction at Cafe T1311. This research is associative in nature and uses quantitative data. The population in this study is the customers of Cafe T1311. The sample consisted of 80 respondents selected using purposive sampling, with criteria being consumers who have visited or purchased products at least twice from Cafe T1311 in Medan City and have seen reviews through social media or Google Reviews. The data were analyzed using multiple linear regression, and data processing was carried out using SPSS for Windows. The results of this study indicate that simultaneously, brand image, product quality, and online customer review have a significant influence on customer satisfaction. Partially, each of these variables brand image, product quality, and online customer review also has a positive and significant effect on customer satisfaction at Cafe T1311 in Medan City. Based on the coefficient of determination, the independent variables were able to explain 67.6% of the variation in the dependent variable, while the remaining 32.4% is explained by other variables not examined in this study.