Volume 5, Issue 6, June – 2020 International Journal of Innovative Science and Research Technology ISSN No:-2456-2165 IJISRT20JUN546 www.ijisrt.com 657 The Effect of Brand Image and Price on Customer Satisfaction in Purchasing Es Kopi Susu Keluarga at FamilyMart Jakarta Muhammad Sedky a , Setyo Riyanto b a Master of Management Student, Universitas Mercu Buana, Jakarta, Indonesia b Associate Professor, Universitas Mercu Buana, Jakarta, Indonesia Abstract:- Coffee has become a lifestyle requirement for people in Jakarta. Many new businesses take advantage of this opportunity; one of them is FamilyMart. FamilyMart is a Japanese retail company that also sells food and beverages, one of the popular products is the iced Kopi Kopi Keluarga. The purpose of this research is to analyze and explain the effect of corporate image, store image, product image and price on customer satisfaction in purchasing Es Kopi Susu Keluarga. This research method uses descriptive methods and quantitative approaches using questionnaires as research instruments. The number of samples used was 59 respondents. Conclusion of the results of the analysis of this study found that the variables significantly influence the variable of customer satisfaction. Keywords:- Brand Image, Customer Satisfaction. I. INTRODUCTION Coffee consumption has become a necessity for employees who mostly work in Jakarta as a dish to accompany work time or to relax while resting. The competition for coffee businesses in Jakarta is very large, starting from those who prioritize the quality of taste, the interior of the place, and the price. Many coffee shops have sprung up in Jakarta to reach the workforce segment, so they open their shops in the office area. The need for fast coffee serving due to limited employee time and not being able to wait long becomes an opportunity for Family Mart to be able to compete in the coffee industry in Jakarta. Family Mart is a Japanese retail company that opens more than 150 branches in several office buildings in Jakarta, in addition to focusing on selling daily goods, Family Mart also sells fast food, so that only needs to be warmed up in the microwave and also drinks such as coffee and green tea with models personal service business, One of the famous and popular menus is Es Kopi Susu Keluarga, a blend of coffee, milk, and palm sugar. The thing that makes it famous and much in demand is the price that is fairly cheap, plus the quality of taste that is not inferior to its competitors in the market. Brand Image is a collection of associations about a brand that is stored in the minds of consumers. The high brand image of a brand can be useful to more easily get customer loyalty. When a brand has gotten a positive image in the eyes of consumers, then indirectly, consumers will come to the brand and will make repeated transactions. Consumers will also definitely refer the brand to other people. In addition to this, the price must also be a major concern for Family Mart to be able to compete, although it is well known, Family Mart does not set high prices for Es Kopi Susu Keluarga products which are expected to cause customer satisfaction. In this study, the influence of brand image and price on customer satisfaction in purchasing Es Kopi Susu Keluarga at the Family Mart will be analyzed. II. LITERATURE REVIEW  Brand Image According to Kotler (2009), mentioning brand image is people's perception of the company or its products. The image is influenced by many factors that are outside the company's control. A useful image will affect three things: first, strengthening the product's character and the proposed value. Second, conveying the role differently, so it is not confused with the character of competitors. Third, it provides emotional strength that is more than a mental image. The image must be conveyed through every available means of communication and brand contact. According to Simamora (2006), the image is a relatively consistent perception in the long term (enduring perception). So it is not easy to form an image, so if it is created, it is difficult to change it. Brand Image is a representation of the overall perception of the brand and is formed from information and experience of the brand. The image of a brand is related to attitudes in the form of beliefs and preferences towards a brand. Consumers who have a positive image of a brand will be more likely to purchase (Setiadi, 2003). Components of a brand image according to Simamora (2011) consists of three parts, namely:  The image of the maker (corporate image) is a collection of associations perceived by consumers of the company that makes an item or service.  User image, a group of associations that consumers perceive users using goods or services.  Product image, a collection of associations that consumers perceive of an item or service.  Price Price is a measure of the size of one's satisfaction with the product purchased.1 Someone will dare to pay for a product at a high price if he assesses the satisfaction he expects for the product to be bought is top. Conversely, if a