CUSTOMER SATISFACTION IN AN SME: A CUSTOMER PERSPECTIVE IN PERCEIVED VALUE AND LOCAL BRAND IMAGE

Abstract

This study is aimed to understand the relationship of perceived quality and brand image on customer satisfaction of Sasirangan Consumer. The study were taken at Banjarmasin, South Kalimantan Province, Indonesia. The object of this study is SME’s Sasirangan (Kain Sasirangan). The object was taken since it has a deep local wisdom and deep meaning for Banjarmasin society (Banua). The subject taken in this research is youngsters at college. This group of subject taken since today’s youngsters has a unique characteristics that also affecting their taste on certain product. The sample was as many as 139 people involved, and executed by using Partial-Least-Square SEM (PLS-SEM). The results of the study shows that either perceived quality or brand image positively increasing the customer satisfaction. Based on the model examination, the perceived value are able to directly affecting the customer satisfaction rather than that affected by brand image. However the indirect effect also indicate that the brand image are also able to mediate the effect of perceived quality on customer satisfaction. The limitation of this study is the object is a single object that may affect the degree of generality against another research.

Keywords

• Brand image
• perceived quality
• customer satisfaction
• millennial