Research Article
Customer Satisfaction Analysis Seen from Brand Image, Price, and Product Quality on Vivo Smartphones
@INPROCEEDINGS{10.4108/eai.7-11-2023.2342402, author={Riama Novita Simatupang and Inggrid Wahyuni Sinaga}, title={Customer Satisfaction Analysis Seen from Brand Image, Price, and Product Quality on Vivo Smartphones }, proceedings={Proceedings of the 5th International Conference on Applied Economics and Social Science, ICAESS 2023, 7 November 2023, Batam, Riau islands, Indonesia}, publisher={EAI}, proceedings_a={ICAESS}, year={2023}, month={12}, keywords={brand image price quality product customer satisfaction}, doi={10.4108/eai.7-11-2023.2342402} }- Riama Novita Simatupang
Inggrid Wahyuni Sinaga
Year: 2023
Customer Satisfaction Analysis Seen from Brand Image, Price, and Product Quality on Vivo Smartphones
ICAESS
EAI
DOI: 10.4108/eai.7-11-2023.2342402
Abstract
This research aims to analyze customer satisfaction using independent variable indicators of brand image, price and product quality on vivo smartphones. In this study using quantitative methods means research on the relationship of 2 or more variables and using data collection techniques through questionnaires and sampling techniques using purposive sampling techniques with a sample of 97 respondents. Test the instrument using validity tests and reliability tests. Data analysis used: classical assumption test, multiple linear regression analysis, coefficient of determination, hypothesis test using t test and F test. The results of the study showed that the variables of brand image and product quality had a significant effect on satisfaction on vivo smartphones, while price did not have a significant effect on customer satisfaction on vivo smartphones.
