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Meliana, V., A. Sumbogo, I., Ruminda, M., Parlindungan, P., & Sibuea, S. (2023). Investigating Local Brand Satisfaction: A Case Study of Bandung, West Java. KnE Social Sciences, 8(9), 780–792. https://doi.org/10.18502/kss.v8i9.13392

https://doi.org/10.18502/kss.v8i9.13392

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authors

  • Vina Meliana

    Vina Meliana

    Institut Teknologi dan Bisnis Kalbis, Jakarta, Indonesia
  • Ignatius A. Sumbogo

    Ignatius A. Sumbogo

    Institut Teknologi dan Bisnis Kalbis, Jakarta, Indonesia
  • Marthaleina Ruminda

    Marthaleina Ruminda

    Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia
  • Purbanuara Parlindungan

    Purbanuara Parlindungan

    Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia
  • Sondang Sibuea

    Sondang Sibuea

    Universitas Mohammad Husni Thamrin, Jakarta, Indonesia

Published Date

  • May 26, 2023

Investigating Local Brand Satisfaction: A Case Study of Bandung, West Java

KnE Social Sciences / International Conference on Advance & Scientific Innovation (ICASI) / Pages 780–792

Abstract

The city of Bandung has enormous potential to grow its local brands. This study aimed to investigate local brand satisfaction based on two key factors, the city of origin being Bandung and electronic service quality. This study used descriptive quantitative methods and questionnaires from 210 respondents who had purchased a bodypack model bag product from any enterprise in Bandung. The data analysis technique used was multiple regression. The results showed that the city of origin and electronic service quality affects, both partially and simultaneously, customer satisfaction.


Keywords: country of origin, electronic service quality, customer satisfaction, creative industry

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