A descriptive analysis of product quality, price, brand image, and service quality toward customer satisfaction in the batik industry

This study examines the determinants of customer satisfaction in the batik industry, focusing on product quality, price, brand image and service quality. Using a quantitative research approach, data were collected through surveys of customers of various batik retailers. The analysis used descriptive statistics to show the mean values of each determinant to provide a comprehensive understanding of their impact on customer satisfaction. The results show that service quality receives the highest mean score, reflecting its crucial role in customer satisfaction. Brand image and product quality follow closely behind, highlighting the importance of a strong brand presence supported by the quality of materials used. Price, while still important, has the lowest mean score, suggesting that customers are willing to pay a premium for high quality products and services. These findings offer valuable implications for batik retailers seeking to increase customer satisfaction by prioritizing improvements in product quality and service offerings. Future research should investigate the dynamic interplay between these determinants and examine how digital marketing strategies can further influence customer satisfaction in the batik industry