ANALISA PENGARUH CUSTOMER AUTHENTICITY PERCEPTION TERHADAP BRAND LOYALTY MELALUI BRAND AWARENESS, BRAND IMAGE DAN PERCEIVED QUALITY PADA KONSUMEN D’CAFESERA DI SURABAYA

Abstract

Food and beverage industry is currently growing rapidly with the development of the times, this is of course the impact of increasingly competitive competition in the food and drink market. So nowadays there is a restaurant set up in the city center. D'cafesera is one of the food and beverage industries in Surabaya, of course, not one of the food and beverage industries that stood in Surabaya. Where there are still many competitors-also who continue to compete offer products to the public in Indonesia. This is of course a great spirit for D'cafesera Surabaya in order to continue to survive in the increasingly fierce market competition. This research is aimed to analyze the influence of Customer Authenticity Perception on Brand Loyalty through Brand Awareness, Brand Image and Perceived Quality on D'cafesera products in Surabaya. Using a quantitative approach with analytical techniques. (SEM) and AMOS 22.0 software. Questionnaires were distributed to 105 respondents as samples in which the respondent characteristics of males and females at 18-65 years old, consumers domiciled in Surabaya, had already purchased and consumed D'cafesera products in the last six months, and features owned by D ' cafesera. The result of the research shows the difference of consumer perception toward brand perception, Customer Perception Perception variable significantly to Brand Image, Perception Variable of Customer Substance Significant to Perceived Quality, Brand Awareness Variable Increase to Brand Loyalty, Brand Image variable No significant attitude to Brand Loyalty and Variable Perceived Quality with significant to Brand Loyalty