PENGARUH MEREK DAN KUALITAS LAYANAN TERHADAP KEPUASAN PELANGGAN PADA TOKO TUPPERWARE DI KOTA BENGKULU

Abstract

The title of this research is the influence of brand and service quality on customer satisfaction at a Tupperware store in Bengkulu City (Case Study of Tupperware Wholesale Agent Sawah Lebar, Bengkulu City). This research is based on that consumer purchasing decisions are influenced by several factors. These factors are suspected to be brand and service quality. The purpose of this study is to find out whether there is an influence of brand and service quality on customer satisfaction at Tupperware Stores in Bengkulu City. The object of this research is consumers who buy Tupperware products at Tupperware Wholesale Agent Sawah Lebar, Bengkulu City, using accidental technique sampling method. The number of respondents in this study were 75 consumers. Methods of data collection by using a questionnaire. By using multiple linear regression analysis technique, the results of this study can be concluded that the brand variable has a positive and significant effect on customer satisfaction, and service quality has a positive and significant effect on customer satisfaction. Keywords: brand, Service Quality and Customer Satisfaction