THE INFLUENCE OF SERVICE QUALITY, CUSTOMER TRUST, AND BRAND IMAGE ON CUSTOMER SATISFACTION AT J&T CARGO HELVETIA MEDAN BRANCH
Keywords:
Service Quality, Customer Trust, Brand Image, Customer SatisfactionAbstract
Customer satisfaction is a benchmark of the success of a service company in meeting customer expectations. This study aims to determine and analyze the influence of service quality, customer trust, and brand image on customer satisfaction at J&T Cargo Helvetia Branch Medan, both partially and simultaneously. This study uses primary data collected through the distribution of questionnaires. The population in this study is the customers of J&T Cargo Helvetia Branch Medan as many as 430 people. The sampling technique uses purposive sampling with a sample of 100 respondents. The analytical method used is multiple linear regression with the assistance of SPSS program. The results of the study show that service quality has a positive and significant partial effect on customer satisfaction. Customer trust has a positive and significant partial effect on customer satisfaction and is the most dominant variable. Brand image does not have a significant partial effect on customer satisfaction. The analysis proves that simultaneously service quality, customer trust, and brand image have a significant effect on customer satisfaction at J&T Cargo Helvetia Branch Medan, explaining 39.5% of the variance in customer satisfaction (Adjusted R Square = 0.395).
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