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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 ^[3] | Nur Wening ^[5]

Abstract: 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

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