PENGARUH BRAND TRUST DAN PERCEIVED QUALITY TERHADAP KEPUTUSAN PEMBELIAN ULANG PRODUK SARI ROTI (Studi Pada Konsumen di Perumahan Gresik Kota Baru, Manyar Gresik)
Abstract: The
Bread market in
Indonesia has great
potential for manufacturers to
meet the needs and desires of consumers. Sari Roti is a popular bread brand in
Indonesian which gained Top Brand Index with the highest percentage and become
a superior product that most often consumed by consumers. Sari Roti as the
market leader in the bread industry should
be able to
build a strong brand to
remain the top consumers
choice. This study
aims to analyze
and discuss the influence
of brand trust
and perceived quality
on repurchasing decision of Sari
Roti products in the residential of Gresik Kota Baru, Manyar Gresik. Data were
analyzed by multiple linear regression. The results showed
that the brand
trust and perceived
quality give contribution of
influence on repurchase decision of Sari Roti products. Perceived quality has
the most dominant variable effect in this study.
Penulis: ANETTE WULANSARI
Kode Jurnal: jpmanajemendd130963