Proceedings of the 2nd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2020)

The Influence of Use Rock and Metal Theme as Brand Image to Consumer Buying Interest Lawless Burgerbar Kemang

Authors
Mira Fajriana, Farid Rusdi
Corresponding Author
Farid Rusdi
Available Online 12 December 2020.
DOI
10.2991/assehr.k.201209.165How to use a DOI?
Keywords
Brand Image, Rock and Metal, Purchase Interest
Abstract

One business that is growing in the current era is food. Every day, many new business actors introduce their products through creative ideas and new innovations in the midst of intense competition so that there needs to be a good brand image in attracting consumers to buy. Lawless Burgerbar Kemang is one of the burger burgers that offers a different concept from the others, which carries the theme of rock and metal. This study aims to determine the effect of the use of rock and metal themes as brand image on consumer buying interest in Lawless Burgerbar Kemang. The research method used is quantitative methods. The number of respondents in this study were 100 people who were followers of Instagram @ lawless.burgerbar. Analysis of the data used in this study are the Validity Test, Reliability Test, Normality Test, Correlation Test, Simple Linear Regression Analysis Test, and Hypothesis Test. From the results of the study, it was found that there is an influence of the use of rock and metal themes as brand image of buying interest that is equal to 31.4% of the variable Y (interest). The remaining 68.6% is influenced by other factors not included in this study such as competitors, store atmosphere, service quality, price, food or beverage quality, and other factors.

Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2nd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2020)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
12 December 2020
ISBN
10.2991/assehr.k.201209.165
ISSN
2352-5398
DOI
10.2991/assehr.k.201209.165How to use a DOI?
Copyright
© 2020, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Mira Fajriana
AU  - Farid Rusdi
PY  - 2020
DA  - 2020/12/12
TI  - The Influence of Use Rock and Metal Theme as Brand Image to Consumer Buying Interest Lawless Burgerbar Kemang
BT  - Proceedings of the 2nd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2020)
PB  - Atlantis Press
SP  - 1042
EP  - 1045
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201209.165
DO  - 10.2991/assehr.k.201209.165
ID  - Fajriana2020
ER  -