Analysis of Service Quality, Trust, and Corporate Image on Customer Satisfaction at Brastagi Supermarket Gatot Subroto Medan
Keywords:
Service Quality, Trust, Corporate Image, Customer Satisfaction.Abstract
This study aimed to analyze the effect of Service Quality, Trust, and Corporate Image on Customer Satisfaction at Brastagi Supermarket Gatot Subroto Medan. The study employed a quantitative approach with an associative method, which was designed to determine the relationship between independent and dependent variables. The population of this study consisted of an average of 42,000 customers per month, with 100 respondents selected as samples using the Slovin formula and the accidental sampling technique. Primary data were obtained through questionnaires distributed to customers, while the data were analyzed using SPSS version 24 through multiple linear regression analysis. The results showed that, partially, Service Quality, Trust, and Corporate Image had a positive and significant effect on Customer Satisfaction. Simultaneously, these three independent variables also had a positive and significant effect on the dependent variable, indicating that improvements in service quality, trust, and corporate image could increase the level of customer satisfaction. Among the three variables, Service Quality was the most dominant factor influencing customer satisfaction, as it encompasses direct aspects experienced during the purchasing and service process. The value of the determination coefficient (adjusted R²) of 0.915 indicated that 93.5% of the variation in customer satisfaction could be explained by the three independent variables, while the remaining 6.5% was explained by other factors not included in this research model. Furthermore, the strength of the relationship between the independent and dependent variables was classified as very strong, with a correlation coefficient (R) value of 0.968. These findings confirmed that the success of Brastagi Supermarket in maintaining its customers largely depended on the company’s ability to deliver consistent service quality, build sustainable trust, and strengthen a positive corporate image in the eyes of consumers.
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