PENGARUH CITRA PERUSAHAAN, KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN (Studi Pada PT AEON Indonesia)

The goals and aspirations of entrepreneurial founders are to build a company or business with the aim of generating profits in the long term. However, a number of elements, including highly trained staff/employees and customers are needed to create a profitable company. A company must focus on customer satisfaction if it wants to grow and become more advanced. Because seen from many companies operating in the retail sector, such as Matahari (LPPF), Matahari Putra Prima (MPPA) and Hero Supermarket (HERO), including PT AEON Indonesia, experienced a decline in turnover and profits in the third quarter of 2023 to the first quarter of 2024 due to poor performance. customer satisfaction. Research on customer satisfaction was carried out by the author at PT AEON Indonesia, with the results in partial testing that the Company Image variable (X1) had a negative and insignificant effect on the Customer Satisfaction variable (Y), the Product Quality variable (X2) had a positive and significant effect on the Customer Satisfaction variable ( Y), and the Service Quality variable (X3) has a positive and significant effect on the Customer Satisfaction variable (Y). Meanwhile, in simultaneous testing, the variables Company Image (X1), Product Quality (X2) and Service Quality (X3) have a positive and significant effect on Customer Satisfaction (Y).
Keywords : Customer Satisfaction, Company, Quantitative, PT AEON Indonesia