Pengaruh brand affect dan brand quality terhadap brand extension melalui brand loyalty Mc’Café Basuki Rahmat di Surabaya

Abraham, Lucianto (2016) Pengaruh brand affect dan brand quality terhadap brand extension melalui brand loyalty Mc’Café Basuki Rahmat di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Food and beverage industry (mamin) memeberikan national major contribution to economic growth in Indonesia. Growth in food and beverage industry continues to grow and become the leading sectors, because it is supported by strong demand in the country caused by the growing middle class consumers in the country. The number of business and industry in big cities such as Surabaya and other cities that included culinary business or the food industry, of course, sooner or later it will be toward a point. The point where the competition becomes so tight and fierce. And that is not able to answer the challenges of the times, it certainly will be eliminated. In fact in competition, make a "profit margin" is getting thinner, but in the culinary business that has already had many of the players does not mean that this business is not prospected run. To that end, in the culinary business requires a strategy that qualified to compete dengna the players. Creativity and innovation, making market share more wide open. Selection menu taste culinary interest are manifold. This study uses the theory Affect Brand, Brand Quality, Brand Loyalty and Brand Extension. This theory is a theory to measure how influential the customer or consumer perception to a fast food restaurant with the intention of buying a product that can be consumed. Research will be conducted with the object McCafe Surabaya Basuki Rahmat. McCafe Surabaya Basuki Rahmat is one of the fast food restaurant that has a lot of visitors young people who hang out or eat there. This study is causal. The method used is quantitative method by using statistical data processing product and service solutions (SPSS) version 22.0. Collecting data in this study conducted by distributing questionnaires to the respondents in accordance with the characteristics of the samples that have been described. Questionnaires will be distributed as many as 139 respondents with characteristics that are customers McCafe at Surabaya Basuki Rahmat aged 18-65 years and make a purchase in the "McCafe at Surabaya Basuki Rahmat" more than twice in the last six months and is domiciled in Surabaya. The results showed that the effect of Brand Loyalty positive effect on the Brand Extention with a regression coefficient of 0.374., Brand Affect positive effect on Brand Loyalty with a regression coefficient of 0.439, and Brand Quality positive effect on Brand Loyalty with a regression coefficient of 0.381 / Industri makanan dan minuman (mamin) nasional memeberikan kontribusi besar terhadap pertumbuhan ekonomi di Indonesia. Pertumbuhan industri makanan dan minuman tetap tumbuh dan menjadi sektor andalan, karena didukung oleh kuatnya permintaan di dalam negeri yang diakibatkan oleh semakin meningkatnya konsumen kelas menengah di dalam negeri. Banyaknya bisnis dan industri di kota-kota besar seperti Surabaya dan kota lainnya yang di dalamnya termasuk bisnis kuliner atau industri makanan, tentunya cepat atau lambat pasti akan menuju suatu titik. Titik dimana persaingan menjadi sedemikian ketat dan buas. Dan yang tidak mampu menjawab tantangan zaman, maka dipastikan akan tersingkir. Kenyataannya dalam persaingan, membuat “profit margin” semakin tipis, akan tetapi dalam bisnis kuliner walaupun sudah memiliki banyak pemainnya bukan berarti bisnis ini tidak berprospek untuk dijalankan. Untuk itu, dalam berbisnis kuliner membutuhkan strategi yang mumpuni agar mampu bersaing dengna pemain-pemainnya. Kreativitas dan inovasi, membuat pangsa pasar makin terbuka lebar. Pilihan rasa menu kuliner yang diminati adalah banyak ragamnya. Penelitian ini menggunakan teori Brand Affect, Brand Quality, Brand Loyalty, dan Brand Extension. Teori ini merupakan teori untuk mengukur seberapa berpengaruhnya persepsi pelanggan atau konsumen terhadap suatu restoran makanan siap saji dengan niat membeli suatu produk yang dapat di konsumsi. Penelitian akan dilakukan dengan objek McCafe Basuki Rahmat Surabaya. McCafe Basuki Rahmat Surabaya merupakan salah satu restoran makanan siap saji yang memiliki banyak pengunjung anak muda yang nongkrong ataupun makan disana. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan statistical product and service solutions (SPSS) versi 22.0. Pengumpulan data pada penelitian ini dilakukan dengan penyebaran kuesioner kepada responden yang sesuai dengan karakteristik sampel yang telah dijelaskan. Kuesioner akan disebar sebanyak 139 responden dengan karakteristik yang merupakan pelanggan McCafe Basuki Rahmat di Surabaya yang berusia 18-65 tahun dan melakukan pembelian di “McCafe Basuki Rahmat di Surabaya” lebih dari dua kali dalam enam bulan terakhir serta berdomisili di Surabaya. Hasil penelitian menunjukkan bahwa pengaruh Brand Loyalty berpengaruh secara positif terhadap Brand Extention dengan koefisien regresi sebesar 0,374., Brand Affect berpengaruh secara positif terhadap Brand Loyalty dengan koefisien regresi sebesar 0,439, dan Brand Quality berpengaruh secara positif terhadap Brand Loyalty dengan koefisien regresi sebesar 0,381

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