Strategi Membangun Kepuasan Pelanggan Melalui Kualitas Produk, Kualitas Pelayanan Dan Citra Merek Pada Tv Berlangganan Lumajang Vision

  • Eko Purnomo STIE Widya Gama Lumajang
  • Hartono Hartono STIE Widya Gama Lumajang
  • Tri Palupi Robustin STIE Widya Gama Lumajang

Abstract

Customer satisfaction for a product or service can be determined from the company's performance to continually improve the quality of its products or services. A review of previous studies conducted shows customer satisfaction can be achieved by improving the quality of both products or services. This finding directs this research in providing empirical evidence relating to the effect of product quality variables, service quality and brand image on customer satisfaction. The data in this study were obtained through interviews using questionnaires on the Likert scale. The analysis used Multiple Linear Regression, with processing of SPSS 21 data. The results show product quality obtained by the value of tcount = 3.262 with a significance of 0.002. By using a significance limit of 5% or 0.05 obtained by t table of ± 1.665. t count (3,262)> t table (1,665) and service quality has been obtained t value = 3.223 with a significance of 0.002. By using a significance limit of 5% or 0.05 obtained by t table of ± 1.665 shows t count (3.223)> t table (1,665). Likewise, the brand image has been obtained by t count = 2.153 with a significance of 0.035. By using a significance limit of 5% or 0.05, obtained t table of ± 1.665 shows t count (2.153)> t table (1.665). The three variables have a significant influence on customer satisfaction. The purpose of this study was to determine the level of customer satisfaction on Lumajang Vision subscription TV, seen from the products, services and brand image of Lumajang Vision. Seeing a significant influence on the three variables, it is expected that Lumajang Vision is able to maintain and improve product quality and service quality, in order to achieve customer satisfaction that affects employee profits and welfare.

Published
2019-07-06