Vineza, Flora and Merati, Made Widyatantri (2017) Analyzing the Impacts of Brand Identity and Physical Environment Toward Company Brand Image Perception in Johny Rockets Restaurant. Bachelor thesis, Swiss German University.

Preview	Text Flora Vineza 11303035 TOC.pdf Download (1MB) | Preview
	Text Flora Vineza 11303035 1.pdf Restricted to Registered users only Download (994kB)
	Text Flora Vineza 11303035 2.pdf Restricted to Registered users only Download (363kB)
	Text Flora Vineza 11303035 3.pdf Restricted to Registered users only Download (1MB)
	Text Flora Vineza 11303035 4.pdf Restricted to Registered users only Download (340kB)
	Text Flora Vineza 11303035 5.pdf Restricted to Registered users only Download (886kB)
Preview	Text Flora Vineza 11303035 Ref.pdf Download (808kB) | Preview

Abstract

"The amount of fast food consumption has rapidly increased, as it has become one of the top three growth drivers for Indonesian foodservice market. As the number of such companies grow, the challenge to compete with other entities are inevitable. In this case, brand can be underlined to resolve the problems. Customers are more likely repurchase more product or service and even recommend others to buy if a company has a good brand image. Brand image can be shaped by brand identity and physical environment of a company. The purpose of this research is to determine partial and simultaneous impact of brand identity and physical environment toward company brand image perception in Johnny Rockets restaurant as the study object. Quantitative method is chosen in this research. The data gathered by distributing questionnaires to 110 respondents. Multiple linear regression analysis in SPSS is conducted to analyze the data. The result of this research shows that brand identity has impact of 57% towards company brand image perception in Johnny Rockets, physical environment has impact of 59.2% towards company brand image perception in Johnny Rockets, brand identity and physical environment have impact of 65% toward company brand image perception in Johnny Rockets. Based on the result, it can be concluded that partially and simultaneously, brand identity and physical environment have significantly impact company brand image perception in Johnny Rockets restaurant.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Physical Environment ; Brand Image ; Restaurant ; Brand ; Brand Identity
Subjects:	T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Adityatama Ratangga
Date Deposited:	14 May 2020 08:54
Last Modified:	14 May 2020 08:54
URI:	http://repository.sgu.ac.id/id/eprint/185

Actions (login required)

View Item