PENGARUH KUALITAS PELAYANAN DAN BRAND IMAGE TERHADAP KEPUASAN PELANGGAN (Studi Pada Pengunjung Wisata Jawa Timur Park 1 Di Kota Batu)

This study aims to analyze the influence of service quality and brand image on customer satisfaction among visitors of Jawa Timur Park 1 in Batu City. The background of this research is the increasing number of tourists visiting Jatim Park 1 after improvements in facilities and services, despite previous declines in visitor satisfaction. The type of research used is quantitative descriptive with a survey approach. The sample consisted of 145 respondents obtained using the Ferdinand formula, with data collected through questionnaires. The analysis technique used was multiple linear regression with the help of SPSS software. The results show that service quality and brand image have a positive and significant effect on customer satisfaction. The study concludes that both variables play a crucial role in increasing satisfaction, with service quality being the more dominant factor influencing customer satisfaction.