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All Journal Jurnal Hospitality dan Manajemen Jasa
Gabrielle Natasha Wirianto
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Decision Sciences, Operations Research & Management Health Professions

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PENGARUH KESADARAN MEREK, ASOSIASI MEREK, DAN PERSEPSI KUALITAS TERHADAP MINAT BELI ULANG PADA KAKKK, AYAM GEPREK!!! SURABAYA. Steven Andreas Yudhi; Gabrielle Natasha Wirianto; Fransisca Andreani
Jurnal Hospitality dan Manajemen Jasa Vol 9, No 1 (2021): Jurnal Hospitality dan Manajemen Jasa
Publisher : Jurnal Hospitality dan Manajemen Jasa

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Abstract

Abstrak: Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh kesadaran merek, asosiasi merek dan persepsi kualitas terhadap minat beli ulang sebagai variabel dependen pada Kakkk, Ayam Geprek!!! Surabaya. Penelitian menggunakan metode penelitian regresi linear berganda. Teknik pengumpulan data menggunakan kuesioner online dengan jumlah responden 128 orang. Berdasarkan analisa data yang dilakukan, diperoleh kesimpulan bahwa ketiga variabel berpengaruh secara positif dan signifikan terhadap minat beli ulang pada Kakkk, Ayam Geprek!!!. Variabel yang paling dominan adalah variabel persepsi kualitas.Kata kunci:Ekuitas Merek, Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas, Minat Beli Ulang. Abstract: This study is aimed to analyze the impact of brand awareness, brand association and perceived quality towards repurchase intention as dependent variable of Kakkk, Ayam Geprek!!! Surabaya. Questionnaires were distributed to 128 respondents and analyzed using multiple regression analysis. Based on the data analysis, it is found that all three variables have a positive and significant impact on repurchase intention of Kakkk, Ayam Geprek!!!. The most dominant variable is perceived quality.Keywords: Brand Equity, Brand Awareness, Brand Association, Perceived Quality, Repurchase Intention.
Co-Authors Fransisca Andreani Steven Andreas Yudhi