PENGARUH CITRA MEREK (BRAND IMAGE) DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN PADA PT FIFGROUP POS SPEKTRA PEMATANGSIANTAR

The purpose of this research is: 1) To determine the description of brand image, service quality, and
customer’s satisfaction in PT FIFGroup Pos Spektra Pematangsiantar. 2 ) To determine the influence of brand
image and service quality to customer’s satisfaction in PT FIFGroup Pos Spektra Pematangsiantar .
Resultof research can be concluded as follows. 1) Brand Image, service quality has been good, and
customer’s satisfaction is also categorized satisfied. 2)The result is Ŷ = 11,560 + 0,363 X1 + 0,556 X2, meaning
that there is positive and significant influence between the brand image and service quality to customer’s
satisfaction. 3) The correlation result of r = 0,766, means that there are moderately high and positive correlation
between brand image and service quality to the customer’s satisfaction. 4) The coefficient of determination R =
0,587 means that the level of customer’s satisfaction can be explained by the brand ima ge and service quality
58,7%. 5)The research of hypothesis H0 is rejected, meaning that the brand image and the service quality positive
and significant impact on customer’s satisfaction in PT FIFGroup Pos Spektra Pematangsiantar both
simultaneously and partially.