Effect of Product Quality, Company Image and Price Perception on Customer Satisfaction

: The Literature Review article on the Effect of Product Quality, Company Image and Price Perception on Customer Satisfaction is a scientific article that aims to build a research hypothesis on the influence between variables that will be used in further research, within the scope of Marketing Management. The method of writing this Literature Review article is the library research method, which is sourced from online media such as Google Scholar, Mendeley and other academic online media. The results of this Literature Review article are that: 1) Product Quality has an effect on Customer Satisfaction; 2) Company Image has an effect on Customer Satisfaction; and 3) Price Perception has an effect on Customer Satisfaction. Apart from these 3 exogenous variables that affect the endogenous variable of Customer Satisfaction, there are still many other factors including Price, Service Quality and Place variables.


INTRODUCTION
For business actors or companies that sell their products in the form of products or services, achieving customer satisfaction is one of the important goals to do in addition to making profits. Customer satisfaction will have a good impact on brand image, company image and product sales. A satisfied consumer will usually recommend the products that the store or company sells to colleagues, friends and also the general public. Of course this will have an impact on brand awareness as well. So how important is achieving customer satisfaction for sellers?.

Company Image
Corporate image is the result of a collection of processes where consumers compare various attributes owned by the company, such as product, price, product quality and service quality (Flavian et al, 2005). Corporate image is the public perception of the company related to the business name, architecture, variety of products, traditions, ideologies and impressions of quality that are communicated by each employee who interacts with the organization's clients (Kotler & Keller, 2009). The indicators of Corporate Image are: Personality, Reputation, Values and Corporate Identity (Sari, 2012).

Price Perception
Perception Price is the amount of money billed for a product or service or the amount of value exchanged by consumers to be able to obtain benefits and use a product or service (Kotler & Keller, 2016). Price Perception is a consumer's assessment and the associated emotional form regarding whether the price offered by the seller and the price compared to other parties is reasonable, acceptable or justifiable (Lee & Lawson, 2011). Price Perception indicators are: Price compatibility with product quality, price compatibility with benefits and competitive prices (Muharam & Soliha, 2017).

RESEARCH METHODS
The method of writing scientific articles is the qualitative method and literature review (Library Research). Assessing theory and the relationship or influence between variables from books and journals both offline in the library and online sourced from Mendeley, Google Scholar and other online media. In qualitative research, literature review must be used consistently with methodological assumptions. This means that it must be used inductively so that it does not direct the questions posed by the researcher. One of the main reasons for conducting qualitative research is that the research is exploratory, (Ali & Limakrisna, 2013). In the next stage, it will be discussed in depth in the section entitled "Related literature" or "library review" (Review literature), as the basis for formulating hypotheses and in the final stage these two literatures become the basis for making comparisons with the results and findings. -findings revealed in research (Ali, H., & Limakrisna, 2013).

DISCUSSION
Based on relevant theoretical studies and previous research, the discussion in this literature review article is as follows:

The Effect of Product Quality on Customer Satisfaction
If Product Quality can be applied and implemented in accordance with its indicators, namely: Durability, Ease of Use and Ease of Maintenance, it will affect Customer Satisfaction. Therefore, business actors, producers or companies need to pay attention to the quality of the goods or services they sell to consumers, in order to achieve customer satisfaction so that it has an impact on sales later. Product quality is a condition in which the durability and reliability of a product. If the product has reliable quality and can last a long time, then the customer will be satisfied with what is given from the product. And vice versa if the product that is owned is not able to survive and does not have reliability, then the customer will be disappointed with the product he bought.

The Effect of Company Image on Customer Satisfaction
If the company has a good image in accordance with the indicators, namely: corporate identity, personality, reputation and value, it will affect customer satisfaction. This means that companies with the image they have will have an impact on customer satisfaction. Company image is obtained by companies if they have good performance so far to consumers and society. With the image of the company will increase consumer confidence in the company.

The Effect of Price Perception on Customer Satisfaction
If Price Perception can be applied according to the indicators, namely: Price according to the benefits and the price according to the quality, it will have an effect on Customer Satisfaction. This means that the price offered by the seller to the consumer will lead to the perception of the price to the consumer. Will the price be directly proportional to the quality of the product, whether at that price will it have an impact on its usefulness.

Product Quality
Company Image

CONCLUSION AND RECOMMENDATION Conclusion
Based on the problem formulation, theoretical study and discussion above, researchers can conclude hypotheses for further research, namely: 1. Product Quality affect Customer Satisfaction. 2. Company Image affect Customer Satisfaction. 3. Price Perception affect Customer Satisfaction.