PENGARUH EKUITAS MEREK TERHADAP KEPUASAN KONSUMEN DI SUSHI TEI

Consumer satisfaction is a person's feeling of happiness or disappointment that arises after comparing the performance (or results) of the product they are thinking about with the expected performance (or results). Competition in attracting consumers to use manufactured products is no longer limited to the product's initial function for consumers, but is linked to brands that can provide a special image for consumers or what can be called brand equity. The purpose of this research is to examine the influence of brand equity dimensions consisting of brand loyalty, brand awareness, brand associations and perceived quality on Sushi Tei consumer satisfaction.The sample in this research was Sushi Tei consumers, totaling 110 people. Sampling was carried out using a non probability sampling method where the sample was chosen randomly. Data collected through questionnaires was then processed using the SPSS program. The partial analysis results show that the brand equity dimensions consisting of brand loyalty, brand awareness, brand associations and perceived quality have a positive and significant effect on Sushi Tei consumer satisfaction. And brand equity also has a positive and significant influence on Sushi Tei consumer satisfaction.