THE INFLUENCE OF BRAND IMAGE, PRODUCT ATTRIBUTES, AND PRICE ON CUSTOMER SATISFACTION DURING THE COVID-19 PANDEMIC

Abstract

The Covid-19 pandemic, which is still ongoing until now, has profoundly impacted the economic growth of all countries globally, resulting in a decrease in the level of public consumption and many companies that have lay off and closed their businesses. As a small online-based enterprise, Maheswari Shop faces challenges similar to other business actors, especially how to determine the right marketing strategy to survive the crisis's impact. The purpose of this study is to see the influence of a brand image, product attributes, and price on customer satisfaction. The population in this study were all Maheswari Shop consumers. The sampling technique used accidental sampling using multiple regression analysis. The research results found that the variables Brand Image, Product Attributes, and Price had a positive and significant effect on the Customer Satisfaction variable. The correlation analysis of causal relationship patterns between Brand Image, Product Attributes, and Price variables simultaneously affected Customer Satisfaction by 66.42% and 33.57% is affected by other factors not included in the tested variables.