Effect of Brand Image and Service Quality on Customer Satisfaction Study on Kaganga Coffee Makassar

Abstract

The growth of the coffee shop business in Makassar City has resulted in increasingly competitive competition. Innovation is needed for business continuity, starting from building a brand image, improving service quality, to customer satisfaction. This study aims to examine and analyze the effect of brand image and service quality on customer satisfaction. This study uses 287 samples taken from the people of Makassar City who have become customers with a minimum of 2 (two) purchases at Kaganga Coffee. While the data analysis used in this study is the Structural Equation Model (SEM) using Partial Least Square (PLS). The results showed that brand image has a significant and positive effect on consumer satisfaction, service quality has a significant and positive effect on consumer satisfaction.