PENGARUH KUALITAS PRODUK, LAYANAN PURNA JUAL DAN CITRA PERUSAHAAN TERHADAP KEPUASAN KONSUMEN MOBIL NISSAN PADA PT. WAHANA META RIAU DI KOTA PADANG

Abstract

The purpose of this study was to determine the effect of product quality, after-sales
service and corporate image to customer satisfaction Nissan car at PT. Wahana Meta Riau
Padang. The populations in this study are all consumers who have buy cars Nissan in PT.
Wahana Meta Riau Padang. The sampling technique used purposive sampling, while the
number of samples used one hundred people. The analysis techniques data used multiple linear
regression. The hypothesis by using the t-test statistic to prove the effect of the independent
variable to the dependent variable partially or individualy. In this study used three variables,
which are variables that have a significant effect in this study is the after-sales service on
satisfaction. While the variable product quality and the corporate image has no significant to
satisfaction. This study provides practical recommendations for the management of PT.
Wahana Meta Riau Padang, will continue to improve after-sales service in the future. This is
due to after-sales service has a significant impact on consumer satisfaction Nissan car at PT.
Wahana Meta Riau Padang.
Key words : Product Quality, After-Sales Service, Corporate Image and Customer
Satisfaction