“ANALISIS PENGARUH BRAND PERSONALITY DALAM UPAYA MENINGKATKAN BRAND LOYALTY KONSUMEN TAO KAE NOI FOOD DI SURABAYA”

Abstract

By 2017, the food and beverage industry becomes an opportunity in good business. Indonesia's consumer interest in snack foods has grown over the past few years underpinned by rapid economic growth. With the potential of this large market, then start entering snack products from various countries to Indonesia. The entry of these foreign products to Indonesia, will further enrich the availability of snack variants and increase the satisfaction of market demand for these products. One of them snack products from Thailand. Tao Kae Noi can be found in almost every retail store, supermarket, hypermarkets in Indonesia. This food product has been exported to many countries in Asia, such as China, Malaysia, and Indonesia which become the biggest market with a portion of about 40-percent. This product is quite popular in Indonesia because it presents different snacks. This study aims to determine how the influence of Sincerity, Excitement, Competence, Sophistication, and Ruggedness of Brand Loyalty. The expected benefit of this research is to increase the repertoire of science in the field of management, especially how much influence Sincerity, Excitement, Competence, Sophistication, and Ruggedness so as to increase Brand Loyalty from Tao Kae Noi company. This research is a causal research. The research method used is quantitative method with data processing using AMOS. Data collection was done by distributing questionnaires to 120 respondents with characteristics of male and female respondents aged 18-60 years, domiciled in Surabaya, knowing Tao Kae Noi product and have purchased Tao Kae Noi product within 2 times in the last 3 months. The results showed that the variable Sincerity positive but not significant to Brand Loyalty with regression coefficient of 0.085; Excitement variable has a significant positive effect on Brand Loyalty with regression coefficient of 0,641; Competence variable have positive but not significant effect to Brand Loyalty with regression coefficient equal to 0,195; Sophistication variable has positive but not significant effect on Brand Loyalty with regression coefficient equal to 0,068; Ruggedness variable has a significant positive effect on Brand Loyalty with regression coefficient of 0,521