PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUASAN PELANGGAN DI BURGER KING

Authors

  • Anisa Prihatiningsih Politeknik LP3I Jakarta
  • Metya Lutviani Politeknik LP3I Jakarta
  • Ary Bayu Nugraha Politeknik LP3I Jakarta

Keywords:

Brand Image, Price, Customer Satisfaction

Abstract

This study aims to analyze the effect of brand image and price on customer satisfaction at Burger King. The research method used is a quantitative method with data collection techniques through questionnaires. The data was obtained through the distribution of questionnaires to Burger King customers. The research sample consisted of 20 respondents who were Burger King customers. Data analysis was carried out by multiple linear regression using SPSS. The results of the study show that brand image has a significant effect on customer satisfaction, while price has a insignificant influence. Simultaneously, brand image and price have a significant effect on customer satisfaction. This research contributes to the development of marketing strategies in increasing customer loyalty. Based on these results, Burger King is advised to continue to strengthen its brand image in order to improve customer satisfaction

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Published

2022-05-27

Issue

Vol. 4 No. 1 (2022): JURNAL ADMINISTRASI BISNIS INTERNASIONAL (JAMBI), MEI 2022

Section

Jurnal Administrasi Bisnis Internasional

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