Krisjati, Agrinata (2022) Pengaruh Citra Merek dan Kualitas Produk Terhadap Kepuasan Pelanggan pada Smartphone Oppo (Studi Pada Mahasiswa Feb Unmer Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

The Effect of Brand Image and Product Quality on Customer
Satisfaction on Oppo Smartphones (Case Study of FEB Unmer Malang). The dependent variable in this study is customer satisfaction. The independent variables consist of brand image and product quality. The sampling method was purposive sampling technique with a total sample of 110 people. The first stage is to explore theory from the literature and collect data from the object being researched. The second stage is data feasibility test using validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test and multiple linear regression
analysis. Next is the stage of testing the research hypothesis by using the simultaneous significance test and the partial significance test. The results of this study prove that the brand image and product quality variables together have a positive and significant effect on customer satisfaction.
Furthermore, partially product quality has a not positive and significant effect on customer satisfaction.

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