KUALITAS PELAYANAN DAN BRAND IMAGE TERHADAP KEPUASAN KONSUMEN DI “ARAMINTH SPA” WELLNESS & HEALING CENTER

Abstract

An increase or decrease in the purchase of a product or service by consumers is
affected by a customer satisfaction through product or service being offered. To
be able to create customer satisfaction, the company must improve service
quality. With good quality of service in the company can automatically remember
the image of the company. Researchers here researching on service quality and
brand image in “Araminth Spa” Wellnes & Healing Center. After the review of
the literature and there are three (3) hypothesis. Respondents in this study as
many as 120 people. Then using multiple regression analysis with application
programs SPSS 18.0 for windows. In the study found the following lines equations
analysis Y = 1,246 + 0,809 X1 + 0,749 X2. The meaning from this equation it can
be stated that there is a pattern of positive influence quality of service (X1) on
consumer satisfaction (Y) of 0.809 and brand image (X2) positive and significant
impact on consumer satisfaction (Y) equal to 0.749. While the simultaneous effect
between service quality and brand image on consumer satisfaction correlates very
strongly with R value of 0.930. And the value of determination in this study 86.5%
means that the influence of service quality and brand image on consumer
satisfaction and the remaining 86.5% is influenced by other variables. Results of
this study indicated that the quality of service “Araminth Spa” Wellnes &
Healing Center has a nice fit with the desires of consumers and also the brand
image of "Araminth Spa" Wellnes & Healing Center is embedded in the minds of
consumers.

Keywords: service quality, brand image and customer satisfaction