SKRIPSI DIGITAL
Pengaruh Brand Equity dan Product Quality Terhadap Customer Satisfaction (Studi pada Pengguna Pertamax di Jawa Tengah ) = The Influence Of Brand Equity and Product Quality on Customer Satisfaction (A Study on Pertamax Users in Central Java)
The fuel industry plays a vital role in the national economy, especially in Indonesia,
which continues to experience growth in the number of vehicles. Amidst increasing
energy needs, public trust in fuel products such as Pertamax was disrupted by a
corruption scandal within PT Pertamina, which impacted the brand's image and
potentially reduced consumer loyalty. This situation requires companies to reevaluate
the factors that influence customer satisfaction, particularly brand equity and product
quality. This study aims to determine the extent to which brand equity and product
quality influence customer satisfaction among Pertamax users in Central Java. The
urgency of this research is based on the limited empirical studies in the fuel sector,
particularly in the context of Pertamax and Central Java. Using a quantitative
explanatory approach, data was collected through a Likert scale questionnaire from
100 respondents who met the criteria for purposive sampling and analyzed using
multiple linear regression. The results of the study indicate that both brand equity and
product quality have a significant influence on customer satisfaction. These findings
underscore the importance of brand image management and product quality in
maintaining customer satisfaction and loyalty, especially in the face of reputational
challenges faced by national energy companies such as Pertamina.
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Karya Umum 
Filsafat 
Agama 
Ilmu-ilmu Sosial 
Bahasa 
Ilmu-ilmu Murni 
Ilmu-ilmu Terapan 
Kesenian, Hiburan, dan Olahraga 
Kesusastraan 
Geografi dan Sejarah