The Influence of Brand Personality, Brand Trust on Nescafé Coffee Brand Preference in Can Packaging in Waru, Sidoarjo

Abstract

Indonesia has a high number of people and their presence is spread across various islands so it is known that Indonesia has many inhabited and uninhabited islands. The many islands in Indonesia make Indonesia rich in natural resources obtained in each area of these islands. The natural resources obtained also vary due to the geographical location of each island being different. The results of natural resources which until now are in great demand and have many benefits, one of which is coffee. This study aims to determine the positive relationship between brand personality, brand trust and brand preference among consumers who drink canned Nescafé products in the Waru area, Sidoarjo. The population of this research is aimed at consumers or connoisseurs of Nescafé coffee in the Waru area, Sidoarjo. The sample in this study used 100 respondents and this research used quantitative research techniques and distributed questionnaires, and used multiple linear analysis techniques. In this study, researchers used 2 independent variables, 1 dependent variable, and it can be seen that in this study brand personality on brand preference has a significant influence on Nescafé products, in addition to the influence described on brand personality and brand preference, a significant or positive relationship is also found between trust brand on brand preference on Nescafé products.