AN ANALYSIS OF THE INFLUENCE OF BRAND IMAGE AND SERVICE QUALITY ON ALFAMART CUSTOMER SATISFACTION IN SEMARANG

Purpose: The researcher aims to comprehend the potential connection between the variables of image branding and service quality on customer satisfaction at Alfamart. Specifically, the researcher seeks to understand the variables that influence customer satisfaction at Alfamart. Methods: This research is quantitative in nature and comprises a total of 60 respondents (customers) from Alfamart who have been sampled using a purposive sampling technique and completed the questionnaire. Data analysis: The data analysis technique that will be employed is Multiple Linear Regression, which will be processed using SmartPLS 4.1.1.4. Result and discussions: From the analysis, it has been established that a good and strong brand image and quality service are fundamental factors in establishing customer satisfaction at Alfamart in the City of Semarang. Conclusion: Service quality and brand image have a significant impact on customer satisfaction at Alfamart in the City of Semarang. This impact is both individual and mutual. This means that with a good and strong brand image and quality of service at Alfamart, customer satisfaction will be high. It is recommended that the management of Alfamart continue to implement marketing strategies to strengthen the positive brand image alongside the quality of service provided at the outlets.