THE INFLUENCE OF BRAND IMAGE, PERCEIVED PRODUCT QUALITY AND PERCEIVED PRODUCT VALUE TOWARDS CUSTOMER SATISFACTION OF ZEUS CUSTOMER

Abstract

Clothing industry in Indonesia has been grown rapidly ever since the year 2011 (Trevor, 2017). Zeus company used this opportunity to get into the industry. Zeus aware that with the high competition within the industry, they should maintain a positive relationship with their customer, especially to maintain the customer’s satisfaction level. With the purpose to find out which factors that will help to maintain customer satisfaction, this research aims to discover whether brand image, perceived product quality and perceived product value have significant influence towards customer satisfaction of Zeus customer. Online questionnaire based on 5- point Likert-scale questionnaire are distributed to the sample group , and the data collection is then analysed using Multiple Linear Regression. The result shows that perceived product quality and perceived product value have a significant influence towards customer satisfaction of Zeus customer, but not for brand image. However, the study found that there is a positive relationship between brand image, perceived product quality and perceived product towards customer satisfaction of Zeus customer.