Garuda - Garba Rujukan Digital

Menawan : Jurnal Riset dan Publikasi Ilmu Ekonomi

Vol. 2 No. 1 (2024): Januari : MENAWAN : Jurnal Riset dan Publikasi Ilmu Ekonomi

Muhammad Aidil Iffat (Universitas Islam Negeri Sumatera Utara)
Azhari Akmal Tarigan (Universitas Islam Negeri Sumatera Utara)

Publish Date
05 Dec 2023

The aim of this research is to determine the influence of brand image and product differentiation on sales at PT Aerofood Indonesia Kualanamu Branch and the extent to which product differentiation influences customer satisfaction at that location. Quantitative methods are applied. The population of this research is all customers who have used products and services from PT Aerofood Indonesia Kualanamu Branch. 110 respondents were given a questionnaire to fill out in order to do this. The findings of this research show that at PT Aerofood Indonesia Kualanamu Branch, product differentiation has a good and significant influence on customer satisfaction. However, at PT Aerofood Indonesia Kualanamu Branch, brand image does not have a real impact on customer satisfaction, either positively or negatively. At PT Aerofood, customer satisfaction and sales are significantly influenced by product differentiation and brand image.

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