Pengaruh Kualitas Produk dan Citra Merek terhadap Kepuasan Konsumen iPhone pada Generasi Z di Jakarta Timur

Abstract

The rapid development of technology has intensified competition in the smartphone industry, with the iPhone remaining one of the leading brands in the market. Consumer satisfaction plays an important role in maintaining customer loyalty and may be influenced by product quality and brand image. This study aims to examine the effects of Product Quality (X1) and Brand Image (X2) on Consumer Satisfaction (Y) among Generation Z iPhone users in East Jakarta, both partially and simultaneously. This study employed a quantitative associative approach using a purposive sampling technique. Data were collected from 100 respondents through an online questionnaire using a Likert scale and analyzed using IBM SPSS Statistics version 26. The results indicate that Product Quality has a positive and significant effect on Consumer Satisfaction, as evidenced by a t-value of 10.229, which is greater than the t-table value of 1.98472, with a significance value of 0.000 < 0.05. Brand Image also has a positive and significant effect on Consumer Satisfaction, with a t-value of 4.770 > 1.98472 and a significance value of 0.000 < 0.05. Furthermore, Product Quality and Brand Image simultaneously have a positive and significant effect on Consumer Satisfaction, as indicated by an F-value of 133.962 > 3.09 and a significance value of 0.000 < 0.05. These findings indicate that higher product quality and a stronger brand image are associated with higher consumer satisfaction among Generation Z iPhone users in East Jakarta.