THE EFFECT OF PRICE PERCEPTION AND SERVICE QUALITY ON CUSTOMER SATISFACTION AT STIE GICI BUSINESS SCHOOL BOGOR WITH BRAND IMAGE AS AN INTERVENING VARIABLE
Keywords:
Price Perception, Service Quality, Brand Image, Consumer Satisfaction.Abstract
This research was conducted to find out the influence of price perception and service quality on consumer satisfaction through brand image. This study aims to analyze the factors that affect consumer satisfaction on the campus of the GICI Business School Bogor College of Economics. This research method uses a quantitative method using survey techniques. The population used in this study are active students of STIE Gici Business School Bogor class of 2023 in the S1 Business Management and S1 Business Accounting study programs. The sampling technique uses Purposive Sampling, which is a sampling technique with certain considerations. The number of samples used in this study was 102 respondents. The analysis techniques used are Descriptive Statistics and Partial Least Square (PLS). The results of this study show that price perception has no effect on brand image, service quality has an effect on brand image, price perception has an effect on consumer satisfaction, service quality has an effect on consumer satisfaction, brand image has an effect on consumer satisfaction, price perception has no effect on consumer satisfaction through brand image, service quality has an effect on consumer satisfaction through brand image
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