PENGARUH CITRA MEREK, KUALITAS PELAYANAN DAN PEMULIHAN PELANGGAN TERHADAP KEPUASAN KONSUMEN PADA KOLAM RENANG DELI MEDAN

ARYANI SAIRUN (2021) PENGARUH CITRA MEREK, KUALITAS PELAYANAN DAN PEMULIHAN PELANGGAN TERHADAP KEPUASAN KONSUMEN PADA KOLAM RENANG DELI MEDAN , TESIS, UNIVERSITAS PRIMA INDONESIA

ABSTRAK

The purpose of this study was to determine the effect of brand image, service quality and service recovery partially on consumer satisfaction. To determine the effect of Brand Image, Service Quality and Service Recovery simultaneously on Customer Satisfaction. This type of research is descriptive quantitative. The population in this study were visitors who swam in the Deli Medan Swimming Pool using a sample of 157 people. Sampling is done by using a non-probability technique with the accidental sampling method. Data collection techniques used in this study are primary data collection techniques using instruments; observations, interviews, and questionnaires. In analyzing the data using multiple linear regression, t-test, F-test, and test of determination. Based on the results of the partial test (t) it can be concluded that Brand Image has a positive and significant effect on Customer Satisfaction, Service Quality has a positive and significant impact on Customer Satisfaction, and Service Recovery has a positive and significant impact on Customer Satisfaction. Based on the results of the F test, it can be concluded that the variables of Brand Image, Service Quality, Customer Recovery together have a positive and significant effect on Consumer Satisfaction. Based on the calculation of the coefficient of determination, it can be seen that the Adjusted R Square value obtained is 0.707. This figure shows that at 70.7%, Customer Satisfaction (the dependent variable) can be explained by the Brand Image, Service Quality and Customer Recovery factors. The remaining 29.03% is influenced by other factors not described in this study.

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