Pengaruh display, brand trust, brand familiarity, dan price terhadap repetitive buying produk breadtalk di Surabaya

Purnama, Ivan Julian (2015) Pengaruh display, brand trust, brand familiarity, dan price terhadap repetitive buying produk breadtalk di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Roti sudah menjadi makanan yang populer di Indonesia. Roti juga di minati berbagai kalangan, baik kalangan yang muda hingga yang tua. Roti juga merupakan yang ringan dan praktis sehingga dapat di konsumsi dimanapun dan kapanpun. BreadTalk merupakan salah satu gerai yang menyediakan berbagai macam produk roti. Dengan berbagai macam produk roti maka kebutuhan akan produk roti bisa terpenuhi. Penelitian ini ditunjukan untuk mengetahui bagaimana pengaruh Display, Brand Trust, Brand Familiarity, dan Price BreadTalk terhadap Repetitive Buying konsumen khususnya pada penelitian ini yaitu para konsumen BreadTalk di Surabaya. Sampel yang digunakan pada penelitian ini yaitu para konsumen BreadTalk yang tinggal di Surabaya sejumlah 100 responden. Untuk pengolahan dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan Structural Equation Modeling (SEM) dengan software AMOS 20.0 sebagai software untuk mengolah data. Hasil analis menunjukan bahwa display, Brand Trust, dan Price terhadap repetitive buying. Temuan empiris tersebut mengindikasikan bahwa Price memiliki pengaruh terbesar terhadap Repetitive Buying dibandingkan variabel lainnya dengan nilai koefisien regresi 0.39. kemudian variabel Brand Trust memiliki pengaruh terbesar kedua yang memiliki nilai koefisien regresi 0,36. Selanjutnya variabel display memiliki pengaruh terbesar ketiga terhadap Repetitive Buying yang memiliki nilai koefisien regresi 0,26. Tetapi variabel Brand Familiarity tidak berpengaruh signifikan terhadap Repetitive Buying memiliki nilai koefisien regresi sebesar 0,12 / Bread has become a popular food in Indonesia. Bread is also one of the interest various parties, both among the young to the old. The bread is also a lightweight and compact so it can be consumed anywhere and anytime. BreadTalk is one of the outlets that provide a wide range of bakery products. With more variant of bakery products, the demand for bread products can be met. This study demonstrated to know how to influence Display, Brand Trust, Brand Familiarity, and Price to interestingcustomer forRepetitive Buying BreadTalk product, especially in this research that consumers BreadTalk in Surabaya . The sample used on this research that consumers BreadTalk who lived in Surabaya total of 100 respondents . For processing and analyzing the data in this research is by using Structural Equation Modeling (SEM) with AMOS 20.0 software as software for data processing. Results show that the analysts display, Brand Trust, and a Price on repetitive buying. The empirical findings indicate that Price had the greatest influence on other variables Repetitive Buying compared with regression coefficient 0,39. Then the variable Brand Trust has the second greatest influence regression coefficient which has a value of 0,36. Furthermore, the variable display has the third largest influence on Repetitive Buying regression coefficient which has a value of 0,26. Brand Familiarity variable but no significant effect on Repetitive Buying has a regression coefficient of 0.12

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