Brand Perception And Customer Satisfaction Of Jollibee Food Corporation In Panabo City

Abstract

The study aimed to determine the relationship between brand perception and customer satisfaction of Jollibee Food Corporation in Panabo City. The independent variable of the study was brand perception. The indicator of brand perception is emotional value, brand awareness and brand image. On the other hand, the dependent variable of the study was customer satisfaction. The researchers use the descriptive correlation method and random sampling and determining the number of respondent and the statistical tools using the study where mean and Pearson-r. The result of the computation using r-value is 0.778 associated with the significant value of 0.000 of the P-value which is greater than the alpha of 0.05. Moreover, there is significant relationship between brand perception and customer satisfaction of Jollibee Food Corporation in Panabo City. It implies that there is other factor that can effect of loyalty customer.

Keywords: Brand perception, Emotional value, Brand awareness, Brand image, Customer satisfaction