Analisis Pengaruh Brand Trust, Custemer Experiance, dan Kualitas Pelayanan Terhadap Kepuasan Pelanggan Toko Grosir Al Amin Gombong

Abstract

This research aims to analyze the influence of brand trust, customer experience, and service quality on customer satisfaction at Al Amin Gombong Wholesale Store. Data were collected through non-probability sampling techniques using saturated samples by distributing questionnaires to 60 respondents and analyzed using quantitative methods with multiple linear regression analysis. This data analysis was processed using IBM SPSS Statistics 25. The research results indicate that: 1) Brand trust has a significant positive effect on customer statisfaction with a significance value of  0,000 and a t-value of 28,333; 2) Customer experience has a significant negative effect on customer statisfaction  with a significance value of 0,047 and a t-value of -2,034; 3) Service quality has a significant positive effect on customer statisfaction with a significance value of 0,030 and a t-value of 2,230; finally 4) Brand trust, customer experience, and service quality simultaneously affect customer statisfaction with a significance value of 0,000 , an f-value of 24,756 and contribute an influence of 57% on customer statisfaction. This research provides important insights for strategies to enhance customer satisfaction at Al Amin Gombong wholesale store.