Analisis Pengaruh Brand Personality Responsible dan Active terhadap Brand Awareness, Brand Trust dan Brand Loyalty pada Restoran Cepat Saji di Batam

Lim, Joan (2019) Analisis Pengaruh Brand Personality Responsible dan Active terhadap Brand Awareness, Brand Trust dan Brand Loyalty pada Restoran Cepat Saji di Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penelitian dilakukan dengan maksud untuk mengeksplorasi hubungan antara brand personality dengan konstruk CBR pada restoran cepat saji di Batam. Skala brand personality yang digunakan dalam penelitian ini merupakan dua skala dari Geuens et al. yaitu brand personality responsible dan brand personality active. Konstruk CBR yang menjadi variabel dependen untuk penelitian ini adalah brand awareness, brand trust dan brand loyalty. Penelitian ini menggunakan masyarakat Batam yang pernah mengunjungi restoran cepat saji Restoran Sederhana, KFC, McDonald’s dan Pizza Hut sebagai sampel. Kuesioner yang telah disebarkan ada sebanyak 330 kuesioner dan terdapat 30 kuesioner yang tidak kembali sehingga yang digunakan dalam penelitian ini berjumlah 300 kuesioner. Untuk penelitian ini, software IBM SPSS Versi 21.0 digunakan untuk analisis demografi dan karakteristik umum responden dan program SmartPLS versi 3.0 digunakan untuk menguji outer model dan inner model. Berdasarkan data yang telah diperoleh dan diolah, dapat dinyatakan bahwa brand personality responsible mempengaruhi brand awareness, brand personality active mempengaruhi brand awareness, brand personality responsible mempengaruhi brand trust, brand personality active mempengaruhi brand trust, brand personality responsible mempengaruhi loyalty dan brand personality active mempengaruhi loyalty. ********************************************************************** The study was conducted with the intention of exploring the relation between brand personality and CBR constructs on fast food restaurants in Batam. The brand personality scale used in this study is two scales from Geuens et al. namely brand personality responsible and brand personality active. The CBR constructs which is the dependent variable in this study are brand awareness, brand trust and brand loyalty. The study used Batam citizens who have visited Restoran Sederhana, KFC, McDonald’s and Pizza Hut as samples. There were 330 questionnaires distributed and 30 questionnaires did not return, so the ones used in this study were 300 questionnaires. In this study, the IBM SPSS Version 21.0 program was used to analyze the demographic and general characteristics of respondents and the SmartPLS Version 3.0 program was used to test the outer model and inner model. Based on the data that has been obtained and processed, it can be concluded that brand personality responsible gives significant positive impact on brand awareness, brand personality active gives significant positive impact on brand awareness, brand personality responsible gives significant positive impact on brand trust, brand personality active gives significant positive impact on brand trust , brand personality responsible gives significant positive impact on loyalty and brand personality active gives significant positive impact on loyalty.

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