Pengaruh Brand Image dan E-Service Quality Terhadap Kepuasan Pelanggan Alfagift

Wardani, Clarisa (2024) Pengaruh Brand Image dan E-Service Quality Terhadap Kepuasan Pelanggan Alfagift. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

This study aims to determine the influence of Brand Image and E-Service Quality on Alfagift customer satisfaction. The research method carried out is a quantitative method. The population in this study is customers who use the Alfagift online shopping application. For sampling, this study uses a nonprobability sampling technique and uses a purposive sampling method. The use of the analysis method used is a quantitative method. The data collection technique is carried out by distributing questionnaires through google forms. For data analysis, statistical tests were used and calculations were made using multiple linear regression calculated using the Statistical Product and Service Solution 16.0 (SPSS 16.0) program. The results of the study show that, (1) Brand image variables have a positive and significant effect on customer satisfaction, (2) E-service quality variables have a positive and significant effect on customer satisfaction, (3) Brand image and e-service quality variables together (silmutan) affect customer satisfaction. From the results of the study, the value of the determination coefficient (R Square) was obtained of 0.883 which means that the influence of brand image and e-service quality together has an influence of 88.3% on customer satisfaction, while the rest is influenced by other factors outside this study.

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