PENGARUH CITRA MEREK, KUALITAS PELAYANAN DAN LOKASI TERHADAP KEPUASAN AFTER SALES PELANGGAN MITSUBISHI PT SRIKANDI DIAMOND MOTORS CIPONDOH, TANGERANG
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This study aims to determine the influence of brand image, service quality, and location on customer satisfaction among after-sales customers of Mitsubishi at PT. Srikandi Diamond Motors Cipondoh, Tangerang. This research is quantitative in nature and used a sample of 100 respondents. The sampling method employed was non-probability sampling using purposive sampling technique and the lameshow formula. Data was collected using a questionnaire with a Likert scale and processed with Microsoft Excel 2021 and SPSS Version 22 software. The analyses conducted include validity and reliability tests, classical assumption tests, multiple correlation, multiple linear regression, and hypothesis testing. The results show that brand image, service quality, and location variables each have a positive and significant influence on customer satisfaction. Furthermore, these three variables simultaneously have a positive and significant effect on customer satisfaction.
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