Pengaruh Citra Merek, Promosi Dan Kualitas Produk Terhadap Kepuasan Pada Pelanggan Netflix Di Kota Jember

Abstract

This research was conducted on Netflix customers, namely people in Jember City. The aim is to determine the influence of brand image, promotion and product quality on customer satisfaction. The collection method used was a questionnaire with a purposive sampling technique for 120 respondents who had subscribed to Netflix at least once in the past year. The analysis used is multiple linear regression using IBM SPSS Statistics 24. In this research, the results showed that brand image had a positive and significant effect on customer satisfaction. Promotion has a positive and significant effect on customer satisfaction. Product quality has a positive and significant effect on customer satisfaction.