Hubungan Antara Brand Awareness, Brand Reputation, dan Brand Trust pada Restoran Lokal Berbasis Rantai di Kota Malang (original) (raw)
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ABSTRAK Penelitian ini memiliki tujuan untuk mengetahui pengaruh brand image, brand trust, dan quality product terhadap brand loyalty pada pelanggan Geprek Bensu di Kota Malang. Jenis Penelitian ini adalah explanatory research yang menjelaskan atau membuktikan hubungan atau pengaruh antar variabel independen dan dependen. Penelitian ini menggunakan sampel sebanyak 195 responden dimana penyebaran kuisioner dilaksanakan di Kota Malang. Pengambilan sampel menggunakan metode non-probability sampling dengan teknik purposive sampling. Sampel terdiri dari responde yang berdomisili di Kota Malang atau menetap sementara di Kota Malang, berusia minimal 17 tahun, merupakan pelanggan Geprek Bensu yag mempunyai pengetahuan atau pernah mendapatkan informasi secara online tentang Geprek Bensu, dan melakukan pembelian produk Geprek Bensu minimal 3x (tiga kali). Analisis data menggunakan Analisis Regresi Linier Berganda dengan menggunakan SPSS ver. 20. Hasil analisis yang didapat dalam...
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Pasar yang dinamis, dipengaruhi oleh perubahan gaya hidup dan tren masa kini, menuntut peran manajemen brand awareness dan sosial media yang semakin penting. Penelitian ini fokus pada dampak brand awareness dan pemasaran melalui media sosial terhadap keputusan pembelian, dengan kasus studi pada Lawang Café dan Resto di Karawang, Jawa Barat. Perusahaan ini berhasil memanfaatkan kopi sebagai produk unggulan dan strategi brand awareness melalui media sosial untuk menarik konsumen lokal dan ekspatriat. Metode penelitian yang digunakan adalah kuantitatif dengan metode deskriptif dan verifikatif. Data dikumpulkan dari 100 responden menggunakan kuesioner, observasi, wawancara, dan studi kepustakaan. Analisis data melibatkan uji validitas, uji reliabilitas, analisis deskriptif, dan regresi linier berganda. Hasil penelitian menunjukkan adanya pengaruh positif dan signifikan dari brand awareness dan sosial media terhadap keputusan pembelian. Brand awareness dan sosial media memiliki kontribusi masing-masing sebesar 0,951 dan 0,737 terhadap keputusan pembelian. Koefisien determinasi sebesar 0,880 menunjukkan kemampuan variabel independen (brand awareness dan sosial media) dalam menjelaskan variabel dependen (keputusan pembelian) sebesar 88,0%. Meskipun penelitian ini memberikan wawasan yang berharga, terdapat keterbatasan, seperti fokus pada satu perusahaan dan kemungkinan adanya variabel-variabel lain yang tidak dipertimbangkan. Penelitian selanjutnya dapat memperluas cakupan variabel dan melibatkan lebih banyak perusahaan untuk mendapatkan pemahaman yang lebih komprehensif tentang faktor-faktor yang memengaruhi keputusan pembelian di industri ini. Sebagai saran praktis, manajemen Lawang Café dapat meningkatkan strategi pemasaran brand awareness dan kehadiran di media sosial untuk memperkuat pengaruhnya pada keputusan pembelian konsumen.
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