PENGARUH BRAND IMAGE, BRAND TRUST, DAN SERVICE QUALITY TERHADAP CUSTOMER SATISFACTION PADA SOCIALIGN STUDIO
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Abstract
Penelitian ini bermaksud untuk menganalisis pengaruh brand image, brand trust, dan service quality terhadap customer satisfaction pada start-up Socialign Studio. Socialign Studio merupakan sebuah start-up yang menjual layanan jasa digital marketing design. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan teknik pengumpulan data menggunakan kuesioner dengan skala Likert (skala 1-5) yang dibagikan ke populasi sebanyak 70 orang sebagai responden. Populasi terpilih sebagai responden adalah klien Socialign Studio selama Desember 2024 hingga Maret 2025. Kuesioner dibagikan secara daring menggunakan Google Form. Alat analisis data pada penelitian ini adalah dengan melakukan uji validitas dengan Pearson (product moment), uji reliabilitas dengan Cronbach’s Alpha, uji koefisien determinasi atau R-square, uji asumsi klasik dengan uji normalitas, uji multikolinearitas, dan uji heteroskedastisitas, serta uji hipotesis dengan uji-t (hipotesis parsial) dan uji-f (hipotesis simultan) yang seluruhnya menggunakan SPSS. Hasil penelitian menyatakan bahwa brand image, brand trust, dan service quality berpengaruh secara positif dan signifikan terhadap customer satisfaction. Dalam makna lain, untuk mencapai customer satisfaction yang optimal maka Socialign Studio perlu untuk mempertahankan dan meningkatan brand image, brand trust, dan service quality.
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