<![CDATA[This study aims to determine the effect of service quality and brand image on customer satisfaction at PT Adira Finance Cimanggis branch. Respondents are 100 customers of PT Adira Finance. The analysis technique uses multiple regression analysis with least-squares equations and hypothesis testing using t-statistics and F-test to test the regression coefficients partially and simultaneously, test validity, test reliability, and test classical assumptions which include normality test, multicollinearity test, and heteroscedasticity test. The results of the study show: (1) There is no significant effect between Service Quality on Customer Satisfaction. (2) There is a significant positive effect between Brand Image on Customer Satisfaction. (3) Together there is an influence between Service Quality and Brand Image on Customer Satisfaction. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas pelayanan dan citra merek terhadap kepuasan pelanggan pada PT Adira Finance cabang Cimanggis. Responden yaitu 100 nasabah PT Adira Finance. Teknik analisis menggunakan analisis regresi berganda dengan persamaan kuadrat terkecil dan uji hipotesis menggunakan t-statistik serta uji F untuk menguji koefisien regresi secara parsial dan simultan, uji validitas, uji reliabilitas, serta uji asumsi klasik yang meliputi uji normalitas, uji multikolonieritas, dan uji heteroskedastisitas. Hasil penelitian menunjukkan : (1) Tidak terdapat pengaruh secara signifikan antara Kualitas Pelayanan terhadap Kepuasan Pelanggan. (2) Terdapat pengaruh positif secara signifikan antara Brand Image terhadap Kepuasan Pelanggan. (3) Secara bersama-sama terdapat pengaruh antara Kualitas Pelayanan dan Brand Image terhadap Kepuasan Pelanggan.]]>
Copyrights © 2022
