Pengaruh Kualitas Produk, Brand Image, dan Online Customer Review terhadap Kepuasan Konsumen McDonald’s Kopo Mas Bandung
DOI:
https://doi.org/10.55606/jumbiku.v6i2.7667Keywords:
Brand Image, Consumer Satisfaction, Fast-Food Restaurant, Online Customer Review, Product QualityAbstract
Consumer satisfaction in the fast-food industry is shaped not only by the products offered but also by brand perception and customer information circulated through digital platforms. This study examines the effect of product quality, brand image, and online customer review on consumer satisfaction at McDonald’s Kopo Mas Bandung. A quantitative approach was applied using descriptive and verificative methods. The data were collected through questionnaires distributed to 52 respondents who had purchased or experienced McDonald’s Kopo Mas Bandung. The responses were measured using a five-point Likert scale and processed with SPSS through validity and reliability tests, descriptive analysis, classical assumption tests, multiple linear regression, partial test, simultaneous test, and coefficient of determination. The results indicate that product quality and brand image do not have a significant partial effect on consumer satisfaction. In contrast, online customer review has a significant effect. Simultaneously, product quality, brand image, and online customer review significantly influence consumer satisfaction. The R Square value of 0.254 shows that the three variables explain 25.4% of consumer satisfaction, while the remaining percentage is influenced by other factors outside the model. These findings indicate that managing digital customer reviews is important in strengthening consumer satisfaction.
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