Keywords: product quality, service quality, brand image, customer satisfaction, Cardinal
Abstract
This study aims to analyze the influence of product quality, service quality, and brand image on customer satisfaction regarding Cardinal brand formal trousers among consumers in Bandung City. The study employs a quantitative approach using descriptive and verificative methods. Primary data were obtained by distributing Likert-scale questionnaires to 100 respondents selected via purposive sampling, based on the criteria of being at least 17 years old and having previously purchased or worn Cardinal brand formal trousers. Data analysis involved validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination using IBM SPSS Statistics. The results indicate that all instruments were valid and reliable, and the regression model met normality assumptions, showed no signs of multicollinearity, and exhibited no heteroscedasticity. Individually, product quality, service quality, and brand image each had a positive and significant effect on customer satisfaction. Product quality exerted the most dominant influence (beta = 0.420), followed by service quality (0.360) and brand image (0.239). Simultaneously, the three variables significantly influenced customer satisfaction, with an F-value of 40.627 and a significance level of 0.000. The R-square value of 0.559 indicates that 55.9% of the variation in customer satisfaction can be explained by product quality, service quality, and brand image, while the remaining 44.1% is influenced by factors outside the research model.
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