| dc.description.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 | en_US |
