Pengaruh Konsep Situasional Open Kitchen Dan Citra Merek Breadtalk Pada Niat Beli Konsumen
| Main Authors: | , Rona Dewi Puspita, , Prof. Dr. Basu Swastha Dharmmesta, MBA |
|---|---|
| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2012
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| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/98904/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=55052 |
Daftar Isi:
- Competition is tight enough in the food industry,so the bread industries are required to be creative and innovative. Among the various types of bread industries in Indonesia, there is a bakery that became the center attention of consumers in major cities of Indonesia.BreadTalk, a bakery business in the form offranchise which is headquartered in Singapore. BreadTalk vision is to become a leading bakery brandin the world and make bakery as a lifestyle trend. BreadTalk use the concept of open kitchen as something unique to their bakery store, to provide flexibility for the chef to showcase his ability in making bread to the public and sharing to consumers about the preparation of bread and cakes. The concept is intended to provide experience to BreadTalk consumers and implement their strategies to get the purchase intention of consumer. This study aims to examine the influence of situational concept open kitchen and brand image of BreadTalk on consumer purchase intention.Population in this study was Ambarukmo Plaza�s visitors in Yogyakarta.Study sample of 250 respondents(N =250) and using purposive sampling. Data collected used a questionnaire technique as likert scales. Statistical testing in this study used Statistical Package for Social Science (SPSS) for windows release16,0. The results of hypothesis testing using regression analysiss hows that approximately 23.7% of the variance of Consumer Buying Intentions can be explained by the variable Situational concept Open Kitchen and Brand Image,for the remaining 76.3% is explained by other causes. There is a positive relationship between Situationa lConcept Open Kitchen with Consumer Purchase Intention(�=0,000, α=0,005 (� <α)) and a positive relationship between Brand Image with Consumer Purchase Intention(�=0,000, α=0,005 (� <α)).