Influence of Brand Image, Service Quality, and Price Perception on Customer Satisfaction at Suara Merdeka Network
DOI:
https://doi.org/10.32497/jobs.v12i1.8095Keywords:
Brand Image, Service Quality, Price Perception, Customer SatisfactionAbstract
This study examines of brand image, service quality, and price perception in determining customer satisfaction at Suara Merdeka Network. Expectation Confirmation Theory (ECT) was employed as the theoretical basis for understanding the formation of customer satisfaction. The study used a quantitative design and involved 119 customers who had previously utilized advertising services provided by Suara Merdeka Network. Respondents were selected through a non-probability sampling technique, while the collected data were examined using multiple linear regression with SPSS version 25. The empirical findings demonstrate that brand image, service quality, and price perception individually contribute positively and significantly to customer satisfaction. From a managerial perspective, the results can serve as a consideration for Suara Merdeka Network in developing advertising and service strategies. The study also extends the use of ECT within the print media advertising context by showing that customers' satisfaction is related to how they evaluate the brand, service performance, and prices after experiencing the service.
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