| dc.description.abstract | Pipe and Barrel is one of the most visited restaurant or café in Surabaya, therefore it is important for the restaurant to consider every aspect of Consumer Buying Behavior of the restaurant. In so doing, the researcher can predict that Pipe and Barrel with Chef Ken as the endorser can continue to grow and become more well-known in Surabaya. This research is expected to verify the significant effect of Celebrity Endorsement, Marketing Communication, and Consumption Experience on Brand Image, and how it will impact Consumer Buying Behavior.
The objectives of this research are to examine the impact of Celebrity Endorsement, Marketing Communication, and Consumption Experience on Brand Image, and how it will impact the Consumer Buying Behavior of Pipe and Barrel as a restaurant with Chef Ken as the endorser. This research used descriptive analysis and structural equation model (SEM), with Partial Least Square (PLS) to test the relationship between variables, individually and simultaneously.
The model was tested based on questionnaire data collected. The data used in this test were collected from 100 respondents. The respondents are people who were 12-45 years old, and have experienced dining at Pipe and Barrel, whether they are from Surabaya or outside of Surabaya.
The value of R-Square for brand image is 0.604, meaning that the percentage of influence of celebrity endorsement, marketing communication, and consumption experience towards brand image is 60.3% while the remainder is equal to 39.7% which can be found or explained by other variables.
The R-square value for consumer buying behavior amounted to 0.335 meaning that the percentage of the influence of brand image on consumer buying behavior is 33.5% while the remainder is equal to 66.5% which can be found or explained by other variables. | en_US |
