PENGARUH PHYSICAL APPEARANCE, EXPERTISE, TRUSTWORTHINESS DAN CONGRUITY TERHADAP REPURCHASE INTENTION PADA KONSUMEN SURABAYA PATATA DI SURABAYA

Abstract

The food and beverage industry in Indonesia is always experiencing growth supported by Indonesia's strategic location. The Government of East Java is very active in the increase in the food and beverage sector. The increase in the food and beverage industry cannot be separated from the number of producers that produce these foods and beverages. In this modern era, many people make celebrities idolized as trendsetters. Celebrity endorsement is able to create a large target market and can improve the image of a product. One food and beverage industry that uses celebrity endorsement is Surabaya Patata. Surabaya Patata is a famous pastry shop in Surabaya because of its uniqueness that is using potato base material founded by Oki Setiana Dewi and famous programmer that is Ria Ricis, besides Surabaya Patata is artist cake compete with other artist cake. This study aims to determine how the influence of Physical Appearance, Expertise, Trustworthiness, and Congruity against Repurchase Intention. The expected benefit of this research is to increase the repertoire of science in the field of management especially how big the influence of Physical Appearance, Expertise, Trustworthiness, and Congruity so as to increase Repurchase Intention which will eventually increase the repurchase from Surabaya Patata. This research is a causal research. The research method used is quantitative method with data processing using AMOS. Data collection was carried out by distributing questionnaires to 115 respondents with characteristics of male and female respondents aged 18-60 years, knowing Surabaya Patata and having purchased Surabaya Patata cake products in the last 6 months. The results show that Trustworthiness with regression coefficient of 0.633 positively and significantly affects Repurchase Intention; Congruity with regression coefficient of 0540, and Physical Appearance with regression coefficient of 0.353 positively and significantly affect Repurchase Intention; Expertise with regression coefficient of 0.033 positively but not significantly affect Repurchase Intention