PENGARUH EKUITAS MEREK TERHADAP KEPUASAN KONSUMEN PADA RUMAH MAKAN STEAK&SHAKE; DI SEMARANG

PUJIASTUTI, FEBRIANA CATUR (2014) PENGARUH EKUITAS MEREK TERHADAP KEPUASAN KONSUMEN PADA RUMAH MAKAN STEAK&SHAKE; DI SEMARANG. Skripsi, Fakultas Ekonomi dan Bisnis.

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Abstract

Business development Steak & Shake restaurant in Semarang very rapidly. The number appears Steak & Shake restaurant with brand new as well as with a variety of steaks and prices offered different makes consumers should be smart in choosing the restaurant Steak & Shake will be consumed. Recognizing the importance of customer satisfaction to the achievement of corporate objectives, Steak & Shake restaurant in Semarang continue to strengthen brand equity. The purpose of this study was to analyze the effect of brand awareness (brand awareness), brand associations (brand association), perceived quality (perceived quality), and brand loyalty (brand loyalty) to the satisfaction of the consumer at Steak & Shake restaurant in Semarang. The population in this study is the visitor or customer at Steak & Shake restaurant in Semarang. Samples taken by 100 people. The analytical method used is multiple regression and hypothesis testing. The results showed that there was a significant effect of brand awareness, brand associations, perceived quality and brand loyalty to customer satisfaction. Value of coefficient of determination (Adjusted R Square) is equal to 0,737 or 73.7% mean variation of changes in consumer satisfaction is influenced by brand awareness, brand associations, perceived quality and brand loyalty at 73.7% and the remaining 26.3% is influenced by factors other

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