ANALYSIS OF TRUSTWORTHINESS, FAMILIARITY AND EXPERTISE THROUGH FESTIVAL BRAND AWARENESS, PERCEIVED QUALITY AND FESTIVAL BRAND IMAGE TOWARDS FESTIVAL BRAND LOYALTY ON MARKET WORLD IN SURABAYA
Abstract
The purpose of this research is to reveal whether Festival Authenticity has
the effect on Loyalty to Festival through Festival Quality, Festival Value and
Satisfaction with Festival on Market World in Surabaya, which is aimed to use 4
variables to identify the Loyalty to Festival.
This study uses a quantitative approach to the analysis technique of Structural
Equation Model (SEM) and the AMOS 22.0 software. The questionnaire distributed
to 130 respondents in the sample in which the characteristics of respondents that
consists of men and women in the age range 18-60 years, who have visited Market
World at least once. The sampling method used in this research that is non -
probability sampling. Results of the data processing using AMOS 22.0 software
that shows ten hypotheses that proposed in this research. Which the results can be
described as follows; Expertise variable that has significant effect on Festival Brand
Image with the regression coefficient value of 0.986 and C.R. value of 2.651;
Expertise variable that has significant effect on Festival Brand Awareness with the
regression coefficient value of 0.788 and C.R. value 2.409; Familiarity variable that
has significant effect on Perceived Quality with the regression coefficient value of
0.626 and C.R. value of 1.966Trustworthiness has insignificant effect on Festival
Brand Awareness variable with regression coefficient value of -0.204 and C.R.
value of 0.685; Trustworthiness has insignificant effect on Perceived Quality
variable with regression coefficient value of 0.026 and C.R. value of 0.111;
Trustworthiness has insignificant effect on Festival Brand Image variable with
regression coefficient value of 0.277 and C.R. value of 0.886; Familiarity has
insignificant effect on Festival Brand Awareness variable with regression
coefficient value of 0.358 and C.R. value of 1.007; Familiarity has insignificant
effect on Festival Brand Image variable with regression coefficient value 0.216 and
C.R. value of 0.574; Expertise has insignificant effect on Perceived Quality variable
with regression coefficient value of 0.386 and C.R. value of 1.49; Festival Brand
Awareness has insignificant effect on Festival Brand Loyalty variable with
regression coefficient value of 0.437 and C.R. value of 1.25; Perceived Quality has
insignificant effect on Festival Brand Loyalty variable with regression coefficient
value of 0.51 and C.R. value of 1.471; Festival Brand Image has insignificant effect
on Festival Brand Loyalty variable with regression coefficient value of -0.004 and
C.R. value of -0.015. Based on the result of coefficient path, it proves that Expertise
has the most significant effect on Festival Brand Image with the highest regression
value of 0.986 Then the second biggest effect is Expertise to Festival Brand
Awareness with the value 0.788. The third biggest effect is Familiarity to Perceived
Quality with the value of 0.626
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