ANALISIS PENGARUH AWARENESS OF MANUFACTURER’S NAME MELALUI PRODUCT-QUALITY PERCEPTION, PERCEIVED RISKS, PRICE-VALUE PERCEPTION, DAN BRAND ATTITUDE TERHADAP BRAND LOYALTY INDOFOOD DI SURABAYA

Abstract

In 2018 the growth of domestic products has begun to develop, many products are able to compete in national and international markets. The food and beverage industry is one of the five priority industrial sectors in the implementation of the fourth industrial revolution. One of the companies engaged in the national food and beverage industry is a subsidiary of the Salim Group, namely PT. Indofood Sukses Makmur Tbk. Vision of PT. Indofood Sukses Makmur is a total food solutions company. This study aims to determine how the influence of the awarness of manufacturer's name on brand loyalty, through product quality quality (product quality extrinsic cues and product quality in intrinsic cues), perceived risk (financial risks and psychological social risk), price value perception and price sensitivity, and brand attitude. The expected benefit of this research is to increase the repertoire of knowledge in the field of management, especially how much influence brand attitude has on increasing brand loyalty which will ultimately increase the brand loyalty of the Indofood company. This research is a causal study. The research method used is a quantitative method by processing data using AMOS. Data collection was carried out by distributing questionnaires to 135 respondents with characteristics of male and female respondents aged 18-60 years, domiciled in Surabaya, knowing the products offered by Indofood, having purchased and used Indofood products three to four times over the past two months, ever shop for other products besides Indofood (such as wings, unilever, etc.). The results showed that Awareness of Manufacturer’s Name had a significant effect on Product-Quality Perception made from Extrinsic Cues with a regression coefficient of 0.939; Awareness of Manufacturer’s Name has a significant effect on Product-Quality Perception made from Intrinsic Cues with a regression coefficient of 0.919; Awareness of Manufacturer’s Name has a significant effect on Financial-Functional Risk with a regression coefficient of 0.607; Awareness of Manufacturer's Name has a significant effect on Psychological-Social Risk with a regression coefficient of 0.836; Awareness of Manufacturer’s Name has a significant effect on Price Sensitivity with a regression coefficient of 0.673; Awareness of Manufacturer’s Name has a significant effect on Value Sensitivity with a regression coefficient of 0.808; Product-Quality Perception made from Extrinsic Cues has a significant effect on Brand Attitude with a regression coefficient of 0.713; Product-Quality Perception made from Intrinsic Cues with a regression coefficient of 0.137; Financial-Functional Risks with a regression coefficient of 0.002; Psychological-Social Risk with a regression coefficient of 0.017; Price Sensitivity with a regression coefficient of 0.018; Value Sensitivity with a regression coefficient of 0.012 has no significant effect on Brand Attitude; Brand Attitude has a significant effect on Brand Loyalty with a regression coefficient of 0.923