Pengaruh brand awareness terhadap minat beli traffic bun = Brand Awareness Effect on Traffic Bun Purchase Intention

Kusnandar, Aryasena (2022) Pengaruh brand awareness terhadap minat beli traffic bun = Brand Awareness Effect on Traffic Bun Purchase Intention. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Sektor kuliner Indonesia, mengalami peningkatan yang pesat dari tahun ke tahun. Apalagi, restoran yang menyajikan menu makanan western. Salah satunya yaitu Traffic Bun yang didirikan oleh influencer Fadil Jaidi. Brand awareness menjadi salah satu faktor yang cukup signifikan dalam mempengaruhi minat beli dari calon konsumen. Penelitian ini menggunakan metode kuantitatif dengan tujuan untuk mengukur pengaruh dari brand awareness terhadap minat beli calon konsumen restoran Traffic Bun. Pengumpulan data dilakukan dengan metode penyebaran kuesioner terhadap 100 orang responden berdasarkan perhitungan rumus slovin dengan tingkat presisi 10%. Teknik analisis yang dilakukan adalah dengan melakukan uji pengaruh. Hasil dari penelitian menunjukan bahwa terdapat pengaruh brand awareness yang signifikan sebanyak 79% terhadap minat beli calon konsumen Traffic Bun. Hal tersebut mengkonfirmasi bahwa teori Elaboration Likehood Model yang digunakan berpengaruh terhadap hasil dari pengujian yang positif. Untuk penelitian selanjutnya diharapkan dapat melakukan penelitian terhadap berbagai turunan dari kesadaran merek terhadap minat beli calon konsumen / The Indonesian culinary sector has experienced a rapid increase from year to year. Moreover, restaurants that serve western food menus. One of them is Traffic Bun, which was founded by influencer Fadil Jaidi. Brand awareness is a significant factor in influencing the buying interest of potential consumers. This study uses a quantitative method with the aim of measuring the effect of brand awareness on the buying interest of potential customers of the Traffic Bun restaurant. Data was collected by distributing questionnaires to 100 respondents based on the Slovin formula calculation with a precision level of 10%. The analysis technique used is to test the effect. The results of the study show that there is a significant influence of brand awareness as much as 79% on the buying interest of prospective Traffic Bun consumers. This confirms that the Elaboration Likehood Model theory used has an effect on the positive test results. For further research, it is expected to be able to conduct research on various derivatives of brand awareness on the buying interest of potential consumers.

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