Brand Awareness and Service Quality as Determinant Factors of Customer Satisfaction at Baso Aci Sambel Garut

Ilman Ansori, Mia Sumiarsih, Dika Pratama, Emmas Mas Pupah

Abstract


The increasingly fierce competition in the culinary business requires every entrepreneur to build strong brand awareness and provide the best service quality to maintain customer satisfaction. This study aims to analyze the effect of brand awareness and service quality on customer satisfaction at Baso Aci Sambel Garut. The research method used is a quantitative approach with a survey design, in which data were obtained through questionnaires distributed to 100 customer respondents. Data were analyzed using multiple linear regression with simultaneous (F) and partial (t) tests. The results showed that simultaneously, brand awareness and service quality have a positive and significant effect on customer satisfaction. Partially, brand awareness has a positive but not significant effect, while service quality has a positive and significant effect on customer satisfaction. These findings confirm that service quality plays a more dominant role in increasing customer satisfaction. It is recommended that Baso Aci Sambel Garut continue to improve service quality through faster service, employee friendliness, and consistent product taste, as well as strengthen brand awareness through digital promotion strategies and creative marketing activities.

Keywords


Brand Awareness; Service Quality; Customer Satisfaction.

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DOI: https://doi.org/10.17509/jbme.v10i3.91883

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