Analisis Brand Equity Terhadap Kepuasan Konsumen pada Rumah Makan Ayam Goreng Nelongso, Geprek Kak Rose, dan Juragan Sambel

This study aims to determine brand equity, namely Brand Awarness, Brand Association, Perceived Quality, Brand Loyalty, and the effect on consumer satisfaction of Ayam Nelongso restaurant, Geprek kak ros and Juragan Sambal . The analysis technique used is multiple linear regression analysis and classic assumption test. From the data collected using a questionnaire (questionnaire) with a sample size of 100 respondents. The results of this study can be seen that there is a significant and positive partial effect (T) between brand awareness variables, brand association, perceived quality and brand loyalty on consumer satisfaction . The results of this study indicate that simultaneously (Test F) that is significant and positive between brand awareness variables, brand association, perceived quality and brand loyalty to consumer satisfaction of Ayam Nelongso restaurant, Geprek kak ros and Juragan Sambal. The results of this study can be seen that the variable perceived quality has a dominant effect on consumer satisfaction of Ayam Nelongso restaurant, Geprek kak ros and Juragan Samba