Pengaruh Kualitas Produk dan Brand Image terhadap Kepuasan Pelanggan pada Cv. Green Water Bekasi

This study aims to analyze the influence of product quality and brand image on customer satisfaction at CV. Green Water Bekasi, a drinking water provider. The study employed a quantitative approach involving 33 customers as respondents. Data were collected using a Likert-scale questionnaire and analyzed using IBM SPSS Statistics 27 through instrument quality tests, classical assumption tests, multiple linear regression, partial tests, simultaneous tests, and the coefficient of determination. The results indicate that product quality has a positive and significant effect on customer satisfaction (t = 3.176; p = 0.001). Brand image also has a positive and significant effect on customer satisfaction (t = 3.136; p = 0.004). Simultaneously, both variables significantly affect customer satisfaction (F = 30.438; p < 0.05). The Adjusted R Square value of 0.670 indicates that both variables explain 67.0% of the variation in customer satisfaction, while the remaining 33.0% is attributable to other factors. These findings emphasize the importance of maintaining consistent product quality and strengthening brand image to sustainably improve customer satisfaction.