THE INFLUENCE OF PRODUCT VARIETY, PRODUCT QUALITY, AND BRAND IMAGE ON SATISFACTION AT POINT COFFEE RADEN FATAH BATAM

Abstract

The aim of this study to examine how every consumer satisfaction towards Point Coffee Raden Fatah in Batam that are affected by product quality, product variation, and brand image. Customers who have bought product from Point Coffee Raden Fatah and live in Batam are choosen as the sample of this studies; they were chosen through the use of purposive sampling. Multiple linear regression, data quality testing, influence testing, classical assumption testing, and hypothesis testing are some of the data analysis techniques. The findings show that, both separately and together consists of product vaariation, product quality, and the last is brand image that are significantly improve consumer satisfaction towards Point Coffee Raden Fatah in Batam.