Strategy to Increase Consumers in Buying Ethnic Restaurants through the Perception of Authenticity, Brand Awareness and Brand Image on Brand Loyality
International Journal of Science and Research (IJSR)

International Journal of Science and Research (IJSR)
www.ijsr.net | Open Access | Fully Refereed | Peer Reviewed International Journal

ISSN: 2319-7064



Downloads: 147

Research Paper | Management | Indonesia | Volume 9 Issue 8, August 2020

Strategy to Increase Consumers in Buying Ethnic Restaurants through the Perception of Authenticity, Brand Awareness and Brand Image on Brand Loyality

Lustono, Hanggoro Susanto, Nur Wening

This study aims to determine the effect of Perception of Authenticity, Brand Awareness, and Brand Image on Brand Loyalty, to determine the effect of Perception of Authenticity, Brand Awareness, Brand Image and Brand Loyalty on consumer purchase intentions and to determine the effect of Perception of Authenticity, Brand Awareness, and Brand Image on Consumer Purchase Intention through Brand Loyalty. The nature of this research is quantitative. The variables of this study are Perception of Authenticity, Brand Awareness, Brand Image, Brand Loyalty and consumer purchase intention. The population in this study are ethnic restaurants in Banjarnegara. The sampling method is purposive sampling, based on the characteristics or criteria of the total sample of 150 respondents. The data collection method uses a questionnaire. The analysis technique used is multiple linear regression equations with a significance level of 5 %. The results show that the perception of authenticity, Brand awareness and Brand image partially have a positive and significant effect on brand loyalty. Brand loyalty has a positive and significant effect on consumer purchase intentions. However, perception of authenticity has no effect on consumer purchase intentions. Brand awareness and Brand Image have a positive and significant effect on consumer purchase intentions. Brand loyalty is able to mediate the relationship between the perception of authenticity, brand awareness and brand image on consumer purchase intentions.

Keywords: Perception of Authenticity, Brand Awareness, Brand Image, Brand Loyalty and Consumer Purchase Intention

Edition: Volume 9 Issue 8, August 2020

Pages: 384 - 392

Share this Article

How to Cite this Article?

Lustono, Hanggoro Susanto, Nur Wening, "Strategy to Increase Consumers in Buying Ethnic Restaurants through the Perception of Authenticity, Brand Awareness and Brand Image on Brand Loyality", International Journal of Science and Research (IJSR), https://www.ijsr.net/search_index_results_paperid.php?id=SR20730132635, Volume 9 Issue 8, August 2020, 384 - 392

Enter Your Email Address




Similar Articles with Keyword 'Brand Awareness'

Downloads: 75 | Monthly Hits: ⮙1

Research Paper, Management, Indonesia, Volume 10 Issue 2, February 2021

Pages: 308 - 312

Measuring Tools for Analyzing Brand Experience and Brand Equity in Tokopedia

Sastilla El Nadhira, Erni Martini

Share this Article

Downloads: 148

Research Paper, Management, India, Volume 6 Issue 11, November 2017

Pages: 657 - 663

Categorizing the Social Media Content used on Facebook by Tourism Organizations

Anwesha Mukherjee, Dr. Manasa Nagabhushanam

Share this Article

Similar Articles with Keyword 'Brand Image'

Downloads: 106

Research Paper, Management, India, Volume 5 Issue 4, April 2016

Pages: 1986 - 1991

Setting New Agenda: Critical Study of Perspectives of CSR Practices in Indian Private Corporate Hospitals

Dr. Arundhati Ninawe

Share this Article

Downloads: 110

Research Paper, Management, Indonesia, Volume 5 Issue 11, November 2016

Pages: 810 - 814

Analysis of Marketing Communications Mix to Brand Image and the Impact on the Students Decision in Choosing a Private College in Purwakarta : Survey on Student STT Wastukancana

Imas Widowati, Elly Setiadewi

Share this Article

Similar Articles with Keyword 'Perception'

Downloads: 164 | Weekly Hits: ⮙1 | Monthly Hits: ⮙1

Research Paper, Management, India, Volume 7 Issue 6, June 2018

Pages: 958 - 964

A Comparison between Engineering and Arts Faculty in Knowledge Sharing

J Antonette Asumptha, M Punniyamoorthy, Collin Joseph Xavier M

Share this Article

Downloads: 103

Research Paper, Management, Kenya, Volume 7 Issue 8, August 2018

Pages: 1433 - 1437

Factors Affecting Collective Bargaining Processes in Kenyas State Corporations - The Case of Postal Corporation of Kenya

Solomon Kiawa

Share this Article

Similar Articles with Keyword 'Authenticity'

Downloads: 128

Research Paper, Management, Rwanda, Volume 7 Issue 10, October 2018

Pages: 1762 - 1768

The Contribution of Scope Management on Project Performance, A Case Study of RSSP Project Gasabo District

Makumi Karamusingye Kellen, Dr. Patrick Mulyungi

Share this Article

Downloads: 132

Review Papers, Management, India, Volume 8 Issue 7, July 2019

Pages: 655 - 659

Organization Culture Octapace

Mridul Trikha

Share this Article

Similar Articles with Keyword 'Brand'

Downloads: 72

Research Paper, Management, India, Volume 10 Issue 1, January 2021

Pages: 833 - 834

Blockchain in Supply Chain Management

Saif Aslam

Share this Article

Downloads: 75 | Monthly Hits: ⮙1

Research Paper, Management, Indonesia, Volume 10 Issue 2, February 2021

Pages: 308 - 312

Measuring Tools for Analyzing Brand Experience and Brand Equity in Tokopedia

Sastilla El Nadhira, Erni Martini

Share this Article

Similar Articles with Keyword 'Awareness'

Downloads: 45

Research Paper, Management, India, Volume 9 Issue 12, December 2020

Pages: 1621 - 1624

A Study on Saving Habits of Post Graduate Students in Visakhapatnam City

Dr. Chamoli Anjana

Share this Article

Downloads: 47

Research Paper, Management, Iraq, Volume 6 Issue 5, May 2017

Pages: 971 - 977

The Evaluating of Management by Values through Diffusion of Innovations Theory

Reyam Al Dafa'ai; Ya'arub Al Sa'aidi

Share this Article

Similar Articles with Keyword 'Image'

Downloads: 50

Research Paper, Management, China, Volume 10 Issue 3, March 2021

Pages: 206 - 209

The Effects of Review Presentation Formats on Purchase Intention Across Time Pressure

Cong Li

Share this Article

Downloads: 56

Research Paper, Management, Indonesia, Volume 7 Issue 5, May 2018

Pages: 1683 - 1686

The Moderating Role of Corporate Image Between User Experience Towards Customer Loyalty: A Study on Indihome by Telkom Indonesia

Adnan Ali Ma'sum; Ir. Indira Rachmawati S.T. M.S.M.

Share this Article

Similar Articles with Keyword 'Loyalty'

Downloads: 56

Research Paper, Management, Indonesia, Volume 7 Issue 5, May 2018

Pages: 1683 - 1686

The Moderating Role of Corporate Image Between User Experience Towards Customer Loyalty: A Study on Indihome by Telkom Indonesia

Adnan Ali Ma'sum; Ir. Indira Rachmawati S.T. M.S.M.

Share this Article

Downloads: 75 | Monthly Hits: ⮙1

Research Paper, Management, Indonesia, Volume 10 Issue 2, February 2021

Pages: 308 - 312

Measuring Tools for Analyzing Brand Experience and Brand Equity in Tokopedia

Sastilla El Nadhira, Erni Martini

Share this Article

Similar Articles with Keyword 'Consumer'

Downloads: 133

Research Paper, Management, India, Volume 5 Issue 10, October 2016

Pages: 11 - 15

Demand Management by Auto Component Manufacturers - A Study of Strategies

Dr. Gopaldas Pawan Kumar

Share this Article

Downloads: 0

Research Paper, Management, India, Volume 9 Issue 11, November 2020

Pages: 1577 - 1581

Global Challenges and Opportunities Post Pandemic

Rebecca F. D'souza

Share this Article

Similar Articles with Keyword 'Purchase'

Downloads: 50

Research Paper, Management, China, Volume 10 Issue 3, March 2021

Pages: 206 - 209

The Effects of Review Presentation Formats on Purchase Intention Across Time Pressure

Cong Li

Share this Article

Downloads: 90

Artigo de Pesquisa, Management, Brasil, Volume 9 Issue 9, September 2020

Pages: 463 - 469

Color Marketing: Impulse Strategies for Consumption

Anne Karoline Aciole Arruda, Felipe Neris Torres de Sousa, Maria Eliete da Silva Saldanha

Share this Article

Similar Articles with Keyword 'Intention'

Downloads: 50

Research Paper, Management, China, Volume 10 Issue 3, March 2021

Pages: 206 - 209

The Effects of Review Presentation Formats on Purchase Intention Across Time Pressure

Cong Li

Share this Article

Downloads: 84

Research Paper, Management, Ethiopia, Volume 9 Issue 10, October 2020

Pages: 800 - 810

Assessing the Effect of Perceived Organizational Support on Turnover Intention-University of Gondar, Ethiopia

Getasew Yaregal Desalew, Tigist Belayneh Terefe, Krishnasamy Srinivasan

Share this Article



Top