Pengaruh Harga, Citra Merek, dan Kualitas Kamera Profesional Terhadap Kepuasan Konsumen di Solo Raya

The research aims to determine: (1) the effect of Prices on Customer Satisfaction, (2) the influence of Brand Image on Consumer Satisfaction, and (3) the effect of Quality in Professional Camera on Customer Satisfaction. The result of this study are expected to be used as input or basis for decision making by company management, especially in the field of marketing that relating to price determination, brand image, and quality of camera that affect customer satisfaction in use and purchase. This research is quantitative research. The population in this study are customers and users of professional cameras in Solo Raya. This research used a questionnaire with a 5-point Likert scale for data collection and a sample of 177 respondents in Solo Raya, by using non probability sampling method and spreading the google form. Analysis used in this study is a research instrument test, multiple linear regression analysis, F test, T test, and determination coefficient (R2). The result showed that dependent variable (Consumer Satisfaction) could explain by independent variables (Price, Brand Image, Quality of Cameras). Based on the results of the research, is has been obtained: (1) Price has insignificant on Customer Satisfaction, customer do not see low or high price in purchasing cameras, (2) Brand Image has significant on Customer Satisfaction, customer become voters when discussing brand image, (3) Product Quality has significant on customer satisfaction, better quality of the cameras the higher level of customer satisfaction