The Influence of Product Quality and Brand Image on Consumer Satisfaction of Suzuki Ertiga Community Members in Surabaya City

Abstract

The increasingly competitive automotive industry encourages companies to improve product quality and build brand images that can create customer satisfaction. This study aims to analyze the influence of product quality and brand image on customer satisfaction among members of the Suzuki Ertiga community in Surabaya. The study used a quantitative approach with a survey method. The study population was 157 members of the Suzuki Ertiga community in Surabaya, with a sample of 113 respondents determined using purposive sampling techniques and the Slovin formula. Data were collected through a four-point Likert scale questionnaire supported by limited observations and interviews. Data analysis was carried out using descriptive statistics, validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, coefficient of determination, and t-tests with the help of SPSS version 31. The results showed that product quality and brand image had a positive and significant effect on customer satisfaction, with brand image showing a greater regression coefficient than product quality. The coefficient of determination value of 30% indicates that both variables explain 30% of the variation in customer satisfaction. These findings indicate that product quality and brand image are significantly associated with consumer satisfaction among Suzuki Ertiga community members in Surabaya