Peran Kesadaran Dan Citra Merek Terhadap Preferensi Merek

Albari Albari(1*)

(1) Jurusan Manajemen, Fakultas Economy, Universitas Islam Indonesia, Yogyakarta
(*) Corresponding Author

Abstract

Perkembangan industri bidang kuliner sedang berkembang dengan pesat, sehingga menjadi incaran bagi para wirausahawan untuk menjadikannya sebagai investasi. Karena itu penelitian ini bertujuan menguji adanya pengaruh kesadaran merek dan citra merek terhadap preferensi pembeli dalam memilih merek restoran. Convenience sampling digunakan untuk memilih 96 mahasiswa sebagai subyek penelitian. Pendekatan Regresi digunakan untuk menganalisis data primer dengan metode angket. Hasil penelitian berhasil membuktikan risiko fisik menjadi mediator dari pengaruh kesadaran dan citra merek terhadap persepsi nilai. Nilai makanan menjadi mediator dari pengaruh kesadaran merek dan risiko fisik terhadap preferensi merek. Tetapi kesadaran dan citra merek secara langsung juga berpengaruh positif terhadap preferensi merek.

Keywords

kesadaran merek, citra merek, risiko fisik, nilai yang dirasakan, preferensi merek

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DOI: 10.23917/benefit.v4i2.9129

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