Pengaruh Kualitas Produk, Harga, dan Brand Image Terhadap Kepuasan Pelanggan Produk Sepatu Sandal Brand Eiger di Kabupaten Jember

Juniardi, Ihsan Bima Ari (2026) Pengaruh Kualitas Produk, Harga, dan Brand Image Terhadap Kepuasan Pelanggan Produk Sepatu Sandal Brand Eiger di Kabupaten Jember. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

This study aims to analyze the effect of product quality, price, and brand image on customer satisfaction of Eiger footwear and sandals products in Jember Regency. A quantitative approach was used in this study with a population of Eiger footwear consumers in Jember Regency. Sampling was carried out using a non-probability sampling technique with a purposive sampling method, resulting in 100 respondents. Data were collected through questionnaires and analyzed using multiple linear regression analysis, validity and reliability tests, classical assumption tests, t-test, F-test, and coefficient of determination using SPSS software. The partial results of the study show that: (1) Product quality does not have a significant effect on customer satisfaction; (2) Price has a positive and significant effect on customer satisfaction; and (3) Brand image has a positive and significant effect on customer satisfaction. Simultaneously, product quality, price, and brand image have a significant effect on customer satisfaction. The Adjusted R Square value of 0.546 indicates that the three independent variables are able to explain 54.6% of the variation in customer satisfaction, while the remaining 45.4% is influenced by other factors outside the research model. Keywords: Brand Image, Customer Satisfaction, Product Quality, Price.

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