Analysis of Product Quality, Service Quality, and Brand Awareness on Customer Satisfaction at Pt Exzer Amsal Mandiri

Abstract

This study aims to analyze the effect of product quality, service quality, and brand awareness on customer satisfaction at PT Exzer Amsal Mandiri, both partially and simultaneously. This research employed an associative quantitative approach using a survey method. The population consisted of 52 customers who made repeat transactions in 2025, and the entire population was selected as the sample through saturated sampling. Data were collected through Likert-scale questionnaires, observation, and documentation, and were analyzed using multiple linear regression with SPSS. The results show that product quality has no significant effect on customer satisfaction, while service quality has a positive and significant effect and is the most dominant variable. Brand awareness has no significant effect on customer satisfaction. Simultaneously, product quality, service quality, and brand awareness have a positive and significant effect on customer satisfaction. The Adjusted R-Square value of 0.719 indicates that 71.9% of the variation in customer satisfaction can be explained by the three independent variables.