THE EFFECT OF PRODUCT QUALITY AND BRAND IMAGE ON CUSTOMER SATISFACTION AT SUHA DESSERT IN PEKANBARU

Fadly Saputra; Yaswar Aprilian; Dharma Setiawan

Penulis

Fadly Saputra Universitas Islam Indragiri
Yaswar Aprilian Universitas Islam Indragiri
Dharma Setiawan Universitas Islam Indragiri

Kata Kunci:

Product Quality, Brand Image, Customer Satisfaction, Dessert Cake Pekanbaru

Abstrak

This study aims to analyze the influence of product quality and brand image on customer satisfaction in the Dessert cake business in Pekanbaru City. The phenomenon of the mushrooming of the Dessert cake business in Pekanbaru has created increasingly fierce competition, so that understanding of the factors that affect customer satisfaction is very crucial for business sustainability. Superior product quality and positive brand image are suspected to be two main factors that can increase customer satisfaction. This study uses a quantitative method with a survey approach of 30 customer respondents from a well-known dessert cake business in Pekanbaru, namely SUHA Dessert. Data collection was carried out using a Google Sheet-based online questionnaire with a 4-point Likert scale (Strongly Agree, Agree, Disagree, Disagree) during the period from December 2025 to February 2026. Data analyzed using SPSS software including validity test, reliability test, descriptive statistical analysis, and multiple linear regression analysis. The results of the study show that partially or simultaneously, product quality and brand image have a positive and significant influence on customer satisfaction. These findings imply that Dessert cake business actors in Pekanbaru need to consistently improve product quality (taste, texture, packaging) while building a strong brand image in the minds of consumers to create sustainable customer satisfaction.

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