Analisa pengaruh customer authenticity perception terhadap brand loyalty melalui brand awareness, brand image dan perceived quality pada konsumen d’cafesera di Surabaya

Prihastiningtyas, Destyarini (2017) Analisa pengaruh customer authenticity perception terhadap brand loyalty melalui brand awareness, brand image dan perceived quality pada konsumen d’cafesera di Surabaya. Bachelor thesis, Universitas Pelita Harapan Surabaya.

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Abstract

Industri makanan dan minuman saat ini berkembang dengan pesat seiring dengan perkembangan zaman, hal ini tentu saja berdampak semakin kompetitifnya persaingan dalam pasar makanan dam minuman. Sehingga saat ini banyak sekali rumah makan yang didirikan di pusat kota. D’cafesera merupakan salah satu industri yang bergerak di bidang makanan dan minuman di Surabaya tentu saja bukan menjadi salah satu industri makanan dan minuman yang berdiri di Surabaya. Dimana masih banyak pesaing-pesaing pula yang terus berlombalomba menawarkan keunggulan produknya kepada masyarakat di Indonesia. Hal ini tentu saja menjadi peringatan besar bagi D’cafesera Surabaya agar dapat terus bertahan didalam persaingan pasar yang semakin ketat. Penelitian ini ditujukan untuk menganalisa pengaruh Customer Authenticity Perception terhadap Brand Loyalty melalui Brand Awareness, Brand Image dan Perceived Quality pada produk D’cafesera di Surabaya. Dengan menggunakan pendekatan kuantitatif dengan teknik analisis Structural Equation Model (SEM) dan software AMOS 22.0. Kuesioner disebarkan kepada 105 responden sebagai sampel dimana karakteristik responden yakni terdiri dari pria dan wanita pada rentang usia 18-65 tahun, konsumen yang berdomisili di Surabaya, sudah pernah membeli dan mengkonsumsi produk D’cafesera dalam enam bulan terakhir, serta mengetahui karakteristik yang dimiliki produk-produk D’cafesera. Hasil penelitian menunjukkan bahwa variabel Customer Authenticity Perception berpengaruh signifikan terhadap Brand Awareness, variabel Customer Authenticity Perception berpengaruh signifikan terhadap Brand Image, variabel Customer Authenticity Perception berpengaruh signifikan terhadap Perceived Quality, variabel Brand Awareness berpengaruh signifikan terhadap Brand Loyalty, variabel Brand Image berpengaruh tidak signifikan terhadap Brand Loyalty dan variable Perceived Quality berpengaruh signifikan terhadap Brand Loyalty / Food and beverage industry is currently growing rapidly with the development of the times, this is of course the impact of increasingly competitive competition in the food and drink market. So nowadays there is a restaurant set up in the city center. D'cafesera is one of the food and beverage industries in Surabaya, of course, not one of the food and beverage industries that stood in Surabaya. Where there are still many competitors-also who continue to compete offer products to the public in Indonesia. This is of course a great spirit for D'cafesera Surabaya in order to continue to survive in the increasingly fierce market competition. This research is aimed to analyze the influence of Customer Authenticity Perception on Brand Loyalty through Brand Awareness, Brand Image and Perceived Quality on D'cafesera products in Surabaya. Using a quantitative approach with analytical techniques. (SEM) and AMOS 22.0 software. Questionnaires were distributed to 105 respondents as samples in which the respondent characteristics of males and females at 18-65 years old, consumers domiciled in Surabaya, had already purchased and consumed D'cafesera products in the last six months, and features owned by D ' cafesera. The result of the research shows the difference of consumer perception toward brand perception, Customer Perception Perception variable significantly to Brand Image, Perception Variable of Customer Substance Significant to Perceived Quality, Brand Awareness Variable Increase to Brand Loyalty, Brand Image variable No significant attitude to Brand Loyalty and Variable Perceived Quality with significant to Brand Loyalty

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