Pengaruh Kualitas Makanan Dan Kewajaran Harga Terhadap Kepuasan Pelanggan Dengan Citra Merek Sebagai Variabel Mediasi: Studi Pada Pelanggan Produk Snack Kentang French Fries 2000 Di Kota Semarang

Abstract

This study aims to analyze the effect of food quality, price fairness, and brand image on
customer satisfaction with French Fries 2000 products in Semarang City. This study is based
on the phenomenon of the sales performance gap between PT Siantar Top products and its
main competitors in digital market. In addition, brand image is tested as a mediating
variable to clarify the mechanism of consumer satisfaction formation. The research methos
used was quantitative, with questionnaires distributed to 106 respondents through purposive
sampling. The research population consisted of French Fries 2000 consumers in Semarang
City who were at least 17 years old. Data analysis was performed using the Partial Least
Squares Structural Equation Modeling (PLS-SEM) approach with SmartPLS software. The
results showed that food quality, price fairness, and brand image had a positive and
significant effect on customer satisfaction, both directly and indirectly. Brand image was
found to be the most dominant predictor in determining customer satisfaction with a path
coefficient of 0,539. These findings confirm that a strong and thrustworthy brand reputation
is a key factor for PT Siantar Top in maintaining consumer satisfaction amid competition in
the food industry.