Pengaruh Brand Affect dan Brand Quality Terhadap Brand Extension melalui Brand Loyalty Mc’Café Basuki Rahmat di Surabaya

Abstract

Food and beverage industry (mamin) memeberikan national major contribution to economic growth in Indonesia. Growth in food and beverage industry continues to grow and become the leading sectors, because it is supported by strong demand in the country caused by the growing middle class consumers in the country. The number of business and industry in big cities such as Surabaya and other cities that included culinary business or the food industry, of course, sooner or later it will be toward a point. The point where the competition becomes so tight and fierce. And that is not able to answer the challenges of the times, it certainly will be eliminated. In fact in competition, make a "profit margin" is getting thinner, but in the culinary business that has already had many of the players does not mean that this business is not prospected run. To that end, in the culinary business requires a strategy that qualified to compete dengna the players. Creativity and innovation, making market share more wide open. Selection menu taste culinary interest are manifold. This study uses the theory Affect Brand, Brand Quality, Brand Loyalty and Brand Extension. This theory is a theory to measure how influential the customer or consumer perception to a fast food restaurant with the intention of buying a product that can be consumed. Research will be conducted with the object McCafe Surabaya Basuki Rahmat. McCafe Surabaya Basuki Rahmat is one of the fast food restaurant that has a lot of visitors young people who hang out or eat there. This study is causal. The method used is quantitative method by using statistical data processing product and service solutions (SPSS) version 22.0. Collecting data in this study conducted by distributing questionnaires to the respondents in accordance with the characteristics of the samples that have been described. Questionnaires will be distributed as many as 139 respondents with characteristics that are customers McCafe at Surabaya Basuki Rahmat aged 18-65 years and make a purchase in the "McCafe at Surabaya Basuki Rahmat" more than twice in the last six months and is domiciled in Surabaya. The results showed that the effect of Brand Loyalty positive effect on the Brand Extention with a regression coefficient of 0.374., Brand Affect positive effect on Brand Loyalty with a regression coefficient of 0.439, and Brand Quality positive effect on Brand Loyalty with a regression coefficient of 0.381.