PENGARUH BRAND IMAGE DAN KUALITAS PELAYANAN PEGAWAI TERHADAP KEPUASAN PELANGGAN PADA WARNET DIMENSI PEMATANGSIANTAR

As for this research problem formula is how brand image and employee’s service quality influence to
customer’s satisfaction in Warnet Dimensi Pematangsiantar. This research was conducted using study literature
and observation. The data used is qualitative and quantitative data. Sources of data in this study are primary
data and secondary data. The population us this study is customers in Warnet Dimensi Pematangsiantar 750
people. The data are collected based on the interview, quisionary, and literature documentation technique. The
analysis of technique used double linear, correlation coefficient, determination, and hypothesis evaluation F dan
t.
Research result can be concluded as follows: 1. Brand image and employee’s service quality has been
good, and customer’s satisfaction of also categorized satisfied. 2. The results is Ŷ = 23,022 + 0,204 X1 + 0,475
X2, meaning that there are positive influence between the brand image and quality employee’s service quality to
customer’s satisfaction. 3. The correlation result of r = 0,546 means that there is a positive and moderate
relationship between brand image and employee’s service quality to customer’s satisfaction. 4. The coefficient of
determination R = 0,298 means that the level of customer satisfaction can be explained by the brand image and
employee’s service quality 29,8%. 5. The research of hypothesis H0 is rejected, meaning that the brand image
and the employee’s service quality positive and significant impact on customer satisfaction in Warnet Dimensi
Pematangsiantar both simultaneously and partially. The suggestion from this study are: to improve the brand image, Warnet Dimensi Pematangsiantar
should complement the infrastructure and facilities to support the products offered and do regular maintenance
on any existing facilities.To improve the employee’s service quality, owners should provide training and
guidance to employees regarding computer. For customer’s satisfaction, in order to provide facilities like
gamepad and mouse macros, improved network connection and hold a discount price packages during limited
hours.
Keywords: Brand Image, Employee’s Service Quality and Customer’s Satisfaction