Pengaruh Kepuasan Pelanggan Terhadap Kepercayaan Merek, Loyalitas Merek dan Ekuitas Merek Marugame Udon

This study aimed to determine the effect of customer satisfaction on brand trust, loyalty, and equity. The population in this are Marugame Udon customers Greater Jakarta area. sampling technique used was purposive sampling, namely who had made purchases more than twice so 201 people were obtained as samples. analytical method uses a structural equation model with help smartPLS 3. results show that seven hypotheses study, all acceptable results. result is has direct trust. Customer influence loyalty. an impact Indirect also indirect loyalty through trust equity