Analysis of Factors Affecting Consumer Satisfaction at H&M Medan

This research used Partial Least Square (PLS) to test a relatively complex series of relationships. PLS is a static technique for testing and estimating causal relationships by integrating factor analysis and path analysis. Based on the results of the research, the R Square value has the effect of jointly or simultaneously X1 (Product Quality) and X2 (Brand Image) on Consumer Satisfaction or Y. the adjusted r square value is 0.611. So, it can be explained that all exogenous constructs (X1 and X2) simultaneously affect Y by 0.611 or 61.1%. Because Adjusted R Square is stronger than 61%, the effect of all exogenous constructs X1 and X2 on Y is strong.