Pengaruh Citra Merek, Kualitas Pelayanan dan Harga Terhadap Kepuasan Konsumen dalam Perspektif Islam

Abstract

In this study aims to test and analyze the effect of brand, service quality, and price on consumer satisfaction in an Islamic perspective at Koprasi Syariah 212 Baturan, Colomadu, Karanganyar. In this study using a quantitative descriptive approach, the technique collected is primary data through questionnaire data distributed to respondents called questionnaires. Data collection techniques using Purposive Sampling collection techniques are sampling techniques with certain considerations such as consumer data as of January 2023 to March 2023, have bought products at sharia corporation 212, then this research was carried out distributing questionnaires and carried out 77 consumers out of 334 consumers at sharia corporation 212. The results showed that the results of the t test on the brand image variable generated from t count> t table of 2.496> 1, 666 then Ho was rejected, which means that the brand image variable has a significant effect on consumer satisfaction. The results of the t test on the service quality variable resulting from t count < t table of 1.539> 1.666, Ho is accepted, which means that the service quality variable has no significant effect on customer satisfaction. The t test results on the price variable generated from t count> t table of 4.710> 1.666, so Ho is rejected, which means that the variable has a significant effect on customer satisfaction. The results of the f test show that the value of f count is 112.266 and f table is 2.73, then f count> f table or 58.250> 2.699392, H0 is rejected, which means that the variables of Brand Image, Service Quality, Price together (simultaneously) have an effect on customer satisfaction.