THE INFLUENCE OF BRAND IMAGE, PRODUCT QUALITY, AND SERVICE QUALITY ON CONSUMER SATISFACTION OF MIE GACOAN ON THE PEOPLE OF MEDAN CITY

Consumer satisfaction is an important aspect for a company to be able to maintain its image to the wider community for the sake of its business sustainability. This needs to start by providing the best quality from physical and non-physical aspects which will then create a separate experience in the minds of consumers in experiencing the product. The purpose of this study is to determine the influence of brand image, product quality, and service quality on consumer satisfaction of Mie Gacoan in the people of Medan City. This type of research is quantitative. The sample measurement used the Lemeshow formula and a sample of 96 respondents was obtained. The data processing process was carried out by taking data from a google form questionnaire and then analyzed using SEM techniques in the SmartPLS 3.0 application. The results obtained from this study show that: Brand image variables have no effect and are not significant to consumer satisfaction. The product quality variable has a positive and significant effect on consumer satisfaction. And the service quality variable has a positive and significant effect on consumer satisfaction. For better business development, companies must be active in providing their best strategies and pay attention to consumer desires to create consumer satisfaction for their products.