Penelitian ini dilakukan karena peneliti ingin menganalisis pengaruh Lingkungan Fisik, Price fairness, dan Citra Merek terhadap Kepuasan Pelanggan pada Restoran Tradisionnal Sunda di Tangerang. Restoran Tradisional Sunda sendiri merupakan salah satu restoran yang memiliki ciri khasnya sendiri, peneliti menggunakan Restoran dengan ciri khas Sunda yang berada di Tangerang. Dengan melihatnya aplikasi review seperti Google Maps dan Pergikuliner. Restoran-restoran Sunda yang memiliki penilaian pelanggan yang buruk, peneliti tergerak untuk mengetahui faktor apa yang menyebabkan berkurangnya Kepuasan Pelanggan dan jumlah review yang kurang pada Restoran Tradisional Sunda. Peneliti hendak menganalisis dari Kepuasan Pelanggan terhadap Lingkungan Fisik, Price fairness, dan Citra Merek dari Restoran Tradisional Sunda. Apakah yang menjadi penyebab ulasan buruk terhadap Restoran Tradisional Sunda tersebut dikarenakan oleh Lingkungan Fisik, Price fairness, dan Citra Merek yang buruk? Penelitian ini hendak dilakukan dengan pendekatan kuantitatif dengan metode kuesioner yang hendak dibagikan kepada 169 pelanggan yang sudah pernah berkunjung dan makan pada Restoran Tradisional Sunda. Hasil penelitian menunjukkan bahwa Lingkungan Fisik, Price fairness, dan Citra Merek memiliki pengaruh positif terhadap Kepuasan Pelanggan. Kesimpulan ini diharapkan dapat memberikan kontribusi bagi pengembangan strategi bisnis pada 3 Restoran Tradisional Sunda dalam menghadapi persaingan di industri Restoran yang memiliki ciri khas daerah. Kata kunci: Lingkungan Fisik, Price fairness, Citra Merek, Kepuasan Pelanggan, Restoran Tradisional Sunda, Aplikasi Review. / This research was conducted because researchers wanted to analyze the influence of the Physical Environment, Price fairness, and Brand Image on Customer Satisfaction at Traditional Sundanese Restaurants in Tangerang. The Sundanese Traditional Restaurant itself is a restaurant that has its own characteristics. The researcher used a restaurant with Sundanese characteristics in Tangerang. By looking at review applications such as Google Maps and Pergi Kuliner. For Sundanese restaurants that have poor customer ratings, researchers are moved to find out what factors cause reduced customer satisfaction and a lower number of reviews for traditional Sundanese restaurants. Researchers want to analyze customer satisfaction with the physical environment, Price fairness and brand image of traditional Sundanese restaurants. Is the cause of the bad reviews of Sundanese Traditional Restaurants due to the physical environment, Price fairness and poor brand image? This research will be carried out using a quantitative approach using a questionnaire method which will be distributed to 169 customers who have visited and eaten at a Traditional Sundanese Restaurant. The research results show that the Physical Environment, Price fairness, and Brand Image have a positive influence on Customer Satisfaction. It is hoped that this conclusion can contribute to the development of business strategies at 3 Traditional Sundanese Restaurants in facing competition in the Restaurant industry which has regional characteristics. Keywords: Physical Environment, Price fairness, Brand Image, Guest Satisfaction, Traditional Sundanese Restaurant, Review Applications.