Rizal, Eric Syafril (2019) Analisis Pengaruh Consumer-Based Brand Equity pada Chain Restaurant terhadap Brand Trust menggunakan Structural Equation Modelling (Studi Kasus: Starbucks Coffee). Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Konteks: Tingkat konsumsi di Indonesia mengalami pertumbuhan secara signifikan dari tahun ke tahun. Hal tersebut berdampak pada perkembangan industri makanan dan minuman yang menyumbang sebanyak 35,39% untuk PDB tahun 2018. Perkembangan ini telah mempengaruhi chain restaurant untuk semakin membangun brand yang kuat untuk memperkuat daya saing dan brand equity agar konsumen lebih tertarik untuk mengenalinya. Permasalahan: Consumer-based brand equity merupakan suatu konsep untuk membentuk pikiran dan perasaan konsumen saat menggunakan produk dari perusahaan. Sulit bagi chain restaurant untuk dapat mengukur hal tersebut karena banyak atribut unik pada pelayanan seperti intangiability dan heterogeneity sehingga membutuhkan faktor-faktor penentu yang dapat memahami keinginan dan kebutuhan konsumen. Keterlibatan brand reputation juga perlu diperhitungkan untuk mengenalkan nilai-nilai yang ada terhadap konsumen sebelum timbul perasaan percaya terhadap suatu brand, atau biasa disebut brand trust. Tujuan: Tugas akhir ini bertujuan untuk menganalisis customer-based chain restaurant brand equity dan menguji peran brand reputation sebagai mediasi antara customer-based chain restaurant dengan brand trust. Metode: Metode yang digunakan pada penelitian ini menggunakan Structural Equation Modelling. Pengambilan data dilakukan dengan kuesioner yang disebarkan ke responden yang pernah menikmati pengalaman pelayanan dan produk dari Starbucks Coffee. Sebelum dilakukan pemodelan SEM, model diuji dengan menggunakan confirmatory factor analysis. Kemudian hasil akhir model struktural dilakukan uji hipotesis. Hasil: Faktor-faktor pada consumer-based brand equity yang dapat mempengaruhi brand trust adalah food & service quality, brand affect, self congruence, brand awareness, dan brand association.Variabel brand reputation memiliki peran sebagai partial mediation untuk menghubungkan variabel food & service quality, self congruence, dan brand association dengan brand trust. Sedangkan variabel brand awareness dihubungkan oleh brand reputation secara full mediation menuju brand trust. Manfaat: Untuk memberikan masukan terhadap chain restaurant dalam memberikan nilai-nilai sesuai dengan yang diinginkan oleh pelanggan agar dapat meningkatkan brand trust.
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Context: The level of consumption in Indonesia has experienced significant growth from year to year. This has an impact on the development of the food and beverage industry which accounts for 35.39% of GDP in 2018. This development has affected the chain restaurant to further build a strong brand to strengthen competitiveness and brand equity so that consumers are more interested in recognizing it. Problems: Consumer-based brand equity is a concept to shape consumers' thoughts and feelings when using products from a company. It is difficult for chain restaurants to be able to measure this because there are many unique attributes in services such as intangiability and heterogeneity so that it requires determinants that can understand the wants and needs of consumers. The involvement of brand reputation also needs to be taken into account to introduce existing values to consumers before a feeling of trust in a brand arises, or commonly called brand trust. Objective: This final project aims to analyze brand equity customer-based chain restaurants and test the role of brand reputation as a mediation between customer-based chain restaurants and brand trust. Method: The method used in this study uses Structural Equation Modeling. Data retrieval is done by a questionnaire distributed to respondents who have enjoyed the experience of service and products from Starbucks Coffee. Before SEM modeling, the model was tested using confirmatory factor analysis. Then the final results of the structural model are hypothesis tested.
Results: Factors in consumer-based brand equity that can influence brand trust are food & service quality, brand affect, self congruence, brand awareness, and brand association. Brand reputation has a role as partial mediation to connect food & service quality variables. , self congruence, and brand association with brand trust. While the brand awareness variable is connected by brand reputation in full mediation towards brand trust. Benefits: To provide input to the chain restaurant in providing values in accordance with what is desired by customers in order to increase brand trust.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSSI 658.8 Riz a-1 2019 |
| Uncontrolled Keywords: | Brand Equity, Brand Reputation, Brand Trust, Chain Restaurant |
| Subjects: | H Social Sciences > HA Statistics > HA29 Theory and method of social science statistics H Social Sciences > HA Statistics > HA31.3 Regression. Correlation H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HC Economic History and Conditions > HC108 Market surveys. H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Eric Syafril Rizal |
| Date Deposited: | 25 Mar 2024 02:46 |
| Last Modified: | 25 Mar 2024 02:47 |
| URI: | http://repository.its.ac.id/id/eprint/64376 |
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