The Influence of Brand Image on Consumer Satisfaction at the Titik Temu'ta Cafe in Barru Regency

Abstract

This research examines the influence of brand image on consumer satisfaction at the Titik Temu'ta Cafe in BarruRegency. The purpose of this research is to determine the influence of brand image on consumer satisfaction at Cafe Titik Temu'ta in Barru Regency, to determine the level of brand image at Cafe Titik Temu'ta, and to determine the magnitude of the influence of brand image on consumer satisfaction at Cafe Titik Temu'ta . This research approach is quantitative. This research was carried out at Cafe TitikTemu'ta, namely Barru Regency. The sample in the research were customers of Cafe Titik Temu'ta. The sample used was 100 people. Data collection techniques include observation, questionnaires and documentation. Data analysis techniques include validity tests, reliability tests, normality tests, descriptive analysis, simple linear regression analysis, correlation coefficient analysis, and coefficient of determination analysis. The research results show that the brand image of Cafe Titik Temu'ta is in the very good category. Consumer satisfaction is in the very good category. There is an influence of brand image on consumer satisfaction in the strong or high category.