Pengaruh Brand Awarness, Dan Brand Asosiation, Terhadap Loyalitas Pelanggan Yang Dimediasi Oleh Kepuasan Pelanggan Ayam Geprek Sako

This study aims to examine the effect of brand awareness and brand association on customer loyalty mediated by customer satisfaction. Data was collected through a survey with a total of 208 customers of RM SAKO using purposive sampling. Data analysis used path analysis with regression. This study found that customer satisfaction mediates the effect of brand awareness and brand association on customer loyalty. The results of this study emphasize that to build customer loyalty it is important to give attention on brand awareness, brand association, and customer satisfaction specifically in the restaurant industry