PENGARUH FOOD QUALITY, SERVICE QUALITY, DAN PERCEIVED VALUE TERHADAP BRAND TRUST DENGAN BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA RESTORAN GRILL ME
Abstract
Based on data from the Pontianak City Government, the growth of the culinary business in Pontianak City is likely to continue to move dynamically and increase in the future, so that there will be high competition. Therefore, in order to develop and compete with competitors, culinary business actors, especially restaurants, must be able to create an appropriate strategy to create competitive advantage and maintain quality. The purpose of this study was to identify and analyze the effect of food quality, service quality, and perceived value on brand trust mediated by brand image at the Grill Me Pontianak Restaurant. This research is an explanatory research with a quantitative approach. The sampling technique used a non-probability sampling technique with a total sample of 240 respondents in Pontianak City and used a questionnaire as a data collection instrument. The data analysis technique used is SEM-PLS with the help of the smartpls 4.0 application. the results of the study show that service quality and perceived value have a positive and significant effect on brand image and brand trust. While food quality has a positive and significant effect on brand image, but does not have a significant effect on brand trust. The brand image variable manages to mediate the relationship between food quality, service quality, and perceived value on brand trust in a positive and significant way. Meanwhile, brand image has a positive and significant effect on brand trust.
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