THE EFFECT OF BRAND AWARENESS, BRAND IMAGE,  AND PERCEIVED QUALITY ON CUSTOMER SATISFACTION  (STUDY ON CAFE Mr.K BSB)

Ardiansyah Ardiansyah; Mulyo Budi Setiawan

Authors

Ardiansyah Ardiansyah Universitas Stikubank Semarang
Mulyo Budi Setiawan Stikubank University (UNISBANK)

Keywords:

Customer Satisfaction, Brand Awareness Brand Image, Perceived Quality

Abstract

This study aims to determine the effect of brand awareness, brand image, and perceived quality on mr. k bsb's customer satisfaction. the population of this research is the consumers of mr.k branch bsb, with the sample of this research is 100 customers of mr.k branch of bsb, with the sampling technique is quota sampling. the data collection method uses a likert scale, data collection is carried out using four scales, namely, customer satisfaction scale, brand awareness scale, brand image, and perceived quality. the regression equation obtained is y = 19.120 + 0.375 x1 + 0.283 x2 + 0.121 x3. based on the four hypotheses proposed, it is known that four hypotheses are accepted. the effective contribution of the three independent variables to the variable is 43.5%.

Downloads

Download data is not yet available.

References

Aaker, D. A. (1992). The Value of Brand Equity. Journal of Business Strategy, 13(4), 27–32. https://doi.org/10.1108/eb039503

Ambolau, M. A. P., Kusumawati, A., & Mawardi, M. K. (2015). The Influence of Brand Awareness and Brand Image on Purchase Decision (Study on Aqua Consumers in Administrative Science Faculty Brawijaya University Class of 2013). Journal A (JAB), 2(2), 1–8.

Anita, T. L., & Ardiansyah, I. (2019). THE EFFECT OF BRAND AWARENESS, BRAND IMAGE, AND MEDIA COMMUNICATION ON PURCHASE DECISION IN THE CONTEXT OF URBAN AREA RESTAURANT Imam Ardiansyah. Journal of Business and Entrepreneurship, 7(2), 40–50.

Ayu, A. M. S. (2020). Optimization of Sales Increase of Mr.K Cafe and Resto [University of Semarang]. In UniversitasSemarang.https://repository.usm.ac.id/files/skripsi/B11A/2015/B.111.15.0232/B.111.15.0232-15-File-Komplit-20200228110213.pdf

Cuong, D. T. (2020). the Impact of Customer Satisfaction, Brand Image on Brand Love and Brand Loyalty. Jour of Adv in Dynamical and Control Systems, 12(6).

Hunt, H. K. (1991). Consumer Satisfaction, Dissatisfaction, and Complaining Behavior. Journal of Social Issues, 47(1), 107–117. https://doi.org/10.1111/j.1540-4560.1991.tb01814.x

Izzudin, M. Si., & Novandari, W. (2018). The Effect Of Perceived Quality, Brand Image On Customer Satisfaction And Brand Awareness Toward Repurchase Intention. Journal of Research in Management, 1(3). https://doi.org/10.32424/jorim.v1i3.44

Janie, D. N. A. (2012). Descriptive Statistics & Multiple Linear Regression with SPSS. Semarang University Press

Kotler, & Keller. (2012). Marketing Management. Prentice Hall.

Kuranakaran, A. S., & Thusyanthy, V. (2016). A Review on the Relationship Variables to Customer Satisfaction. Global Journal of Management and Business Research: E Marketing, 16(5), 87–91. https://globaljournals.org/GJMBR_Volume16/9-A-Review-on-the-Relationship.pd

Mr.K.com. (2018). The Journey of Mr.K. Mr.K. Com. https://www.mrk-cafe.com/

Ongkowidjoyo, H. (2015). The Impact of Brand Equity towards Customer Loyalty of Starbucks : Testing the Role of Customer Satisfaction as the Mediate Variable. IBuss Management, 3(2), 186–195.

Panjaitan, J. efendi, & Yuliati, A. L. (2016). The Effect of Price and Service Quality on Purchasing Decisions (Case Study on Wonderia Recreation Park Semarang). DeRemaJurnal Sciences of Business Administration, 11(2), 265–289.

Tjahjono, E. J., Ellitan, L., & Handayani, Y. I. (2021). Product Quality and Brand Image Towards Customers' Satisfaction Through Purchase Decision of Wardah Cosmetic Products in Surabaya. Journal of Entrepreneurship & Business, 2(1), 56–70. https://doi.org/10.24123/jeb.v2i1.4023

Torres, A., & Tribó, J. A. (2011). Customer satisfaction and brand equity. Journal of Business Research, 64(10), 1089–1096. https://doi.org/10.1016/j.jbusres.2010.12.001

Tu, Y. Te, Wang, C. M., & Chang, H.-C. (2012). Corporate Brand Image and Customer Satisfaction on Loyalty: An Empirical Study of Starbucks Coffee in Taiwan. Journal of Social and Development Sciences, 3(1), 24–32. https://doi.org/10.22610/jsds.v3i1.682

Tulungen, V., Katiandagho, T. M., & Loho, A. E. (2019). What'S Up Cafe Manado Consumer Satisfaction Level. Agri-Socioeconomics, 15(3), 433. https://doi.org/10.35791/agrsosek.15.3.2019.26090