THE EFFECT OF SERVICE QUALITY AND BRAND IMAGE ON CUSTOMER SATISFACTION AT AHASS NAGA SAKTI SEMARANG

Abstract

This study was conducted to examine the effect of service quality and brand image on customer satisfaction of AHASS Naga Sakti Semarang consumers. This study uses explanatory research with a quantitative approach, non-probability sampling techniques with accidental research methods and purposive sampling to 100 respondents. The data sources used are primary and secondary data. The data obtained were processed through classical assumption tests, validity tests, reliability tests, simple linear regression analysis, multiple linear regression analysis, t-tests, and F-tests. The results of the study indicate that service quality and brand image affect customer satisfaction and have a very strong correlation on each of these variables to customer satisfaction. Service quality and brand image affect customer satisfaction and have a moderate correlation simultaneously. The suggestion obtained from this study is that AHASS needs to improve service human resources to be able to provide fast and precise responses and be attentive in serving consumers and also maintaining facilities. In addition, efforts to create added value to differentiate it from other AHASS can also be made to increase consumer interest. With these efforts, it is hoped that the quality of service and brand image of AHASS Naga Sakti Semarang will improve, which will then increase customer satisfaction of AHASS Naga Sakti Semarang consumers.