Brand Personality and Brand Quality Rating in the Coffee Industry

Adhi Prakosa(1*)
(1) Universitas PGRI Yogyakarta
(*) Corresponding Author

Abstract

The coffee industry is growing in Indonesia. Coffee consumption in Indonesia is very high. The phenomenon that occurs is that people then consider the brand when engaging coffee products. Brand personality will be necessary for consumers to notice. This study attempts to examine the impact of brand personality on brand quality ratings from the perspective of the coffee industry — data collected from students at PGRI University, Yogyakarta. The sample used was 66 people. The research method uses one way ANOVA and multiple regression analysis. The results showed that brand personality influences brand quality ratings.

 

Keywords: Brand Personality, Brand Quality Rating, Third-Wave Coffee

References


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