PENGARUH BRAND TRUST DAN PERCEIVED QUALITYTERHADAP 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.Keywords: brand trust, perceived quality, and repeat purchase decision.