PENGARUH CITRA MEREK DAN PERSEPSI KUALITAS PRODUK TERHADAP KEPUASAN KONSUMEN(Survei pada Konsumen Mahkota Optikal Kabupaten Tasikmalaya)
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This study aims to determine the effect of brand image and perception of product quality on consumer satisfaction at Mahkota Optikal, Tasikmalaya Regency. The research method used is descriptive research with a quantitative approach through causality and survey methods. Data were obtained through questionnaires to Mahkota Optikal consumers, Tasikmalaya Regency. Sampling using saturated sampling technique and the analysis method used is multiple linear regression analysis method. The results of the study indicate that brand image, perception of product quality and consumer satisfaction are included in the good classification. Simultaneously, brand image and perception of product quality have a significant effect on consumer satisfaction at Mahkota Optikal, Tasikmalaya Regency. Partially, the brand image variable has a significant effect on consumer satisfaction at Mahkota Optikal, Tasikmalaya Regency, as well as the product quality perception variable has a significant effect on consumer satisfaction at Mahkota Optikal, Tasikmalaya Regency.
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