Pengaruh Display, Brand Trust, Brand Familiarity, dan Price terhadap Repetitive Buying produk BreadTalk di Surabaya
Abstract
Bread has become a popular food in Indonesia. Bread is also one of the interest
various parties, both among the young to the old. The bread is also a lightweight and compact
so it can be consumed anywhere and anytime. BreadTalk is one of the outlets that provide a
wide range of bakery products. With more variant of bakery products, the demand for bread
products can be met.
This study demonstrated to know how to influence Display, Brand Trust, Brand
Familiarity, and Price to interestingcustomer forRepetitive Buying BreadTalk product,
especially in this research that consumers BreadTalk in Surabaya .
The sample used on this research that consumers BreadTalk who lived in Surabaya
total of 100 respondents . For processing and analyzing the data in this research is by using
Structural Equation Modeling (SEM) with AMOS 20.0 software as software for data
processing. Results show that the analysts display, Brand Trust, and a Price on repetitive
buying.
The empirical findings indicate that Price had the greatest influence on other
variables Repetitive Buying compared with regression coefficient 0,39. Then the variable
Brand Trust has the second greatest influence regression coefficient which has a value of
0,36. Furthermore, the variable display has the third largest influence on Repetitive Buying
regression coefficient which has a value of 0,26. Brand Familiarity variable but no significant
effect on Repetitive Buying has a regression coefficient of 0.12.