The culinary industry is an industry that is always developing. One area of business that is currently starting to develop is bakery products The purpose of this research is (1) To know the effect of product quality toward brand image of Bread Talk as bakery shop that use open kitchen concept. The method used in this study is a quantitative research method. Populations and samples (questionnaires) in this study were 85 valid questionnaires. Data analysis was performed by testing the validity, reliability, normality test, correlation coefficient test, determination test, linear regression and T test. The results of this study indicate that the product quality variable and brand image variable have a strong relationship with a correlation value of 0.777 and the product quality variable has a significant effect on the brand image variable with t count of the product quality is 11.237 with a significant value of product quality is 0.000. The calculation results of the product quality variable influece on the brand iamge variable is 60.3% and the remaining 39.7% is influenced by other variables outside of the study. Thus, BreadTalk should be able to continue to maintain and improve the quality of its products in order to maintain the achievements of its brand image
Keywords: Product Quality, Brand Image, Branding

Anis, L. M. (2015). Pengaruh Kualitas

Produk Terhadap International Brand Image Serta Dampaknya Terhadap Keputusan Pembelian (Studi Pada Mahasiswa Pembeli Dan Pengguna Laptop Lenovo Di Fakultas Ilmu Administrasi Universitas Brawijaya). Jurnal Administrasi Bisnis, 28(2).

Aaker, D. A. (2007). “Managing Brand

Equity”. New York: Free Press

Arief, M. (2007). Pemasaran Jasa dan Kualitas Pelayanan : Bagaimana Mengelola Kualitas Pelayanan Agar Memuaskan Pelanggan. Malang: PT. Bayumedia.

Hasan, A. (2014). Marketing dan Kasus-

Kasus Pilihan. Yogyakarta: CAPS.

Keller, K. L. (2013). Strategic Brand

Management , Building, Measuring, and Managing Brand Equity. New Jersey: Prentice Hall.

Kotler, P., & Keller, K. L. (2009).

Manajemen Pemasaran. Jakarta: Erlangga.

Kotler, P., & Keller, K. L. (2012).

Manajemen Pemasaran. Jakarta: Erlangga.

Kotler, Philip; Amstrong, Gary. (2012).

Prinsip Prinsip Pemasaran. Jakarta:

Erlangga.

Kriyantono, R. S. (2014). Teknik Praktis

Riset Komunikasi Disertai Contoh Praktis Riset Media, Public Relantions, Advertising, Komunikasi Organisasi, Komunikasi Pemasaran. Jakarta: Kencana.

Morgan, R. M., & Hunt, S. D. (1994). The

Commitment-Trust Theory of Relationship Marketing. Journal of Marketing.

Mulyana, D. (2009). Ilmu Komunikasi: Suatu

Pengantar. Bandung: PT. Remaja Rosdakarya.

Patria, J. (2009). Pengaruh Brand Image

Sebagai Moderator dalam Hubungan Public Relation Perception Terhadap Customer Loyalty: Studi pada Pelanggan PT Asuransi Ramayana, TBK di Wilayah Jabodetabek. Skripsi pada Program Studi Manajemen, Fakultas Ekonomi, Universitas Indonesia, Depok.

Halim, P., Swasto, B., Hamid, D., & Firdaus,

M. R. (2014). The influence of product quality, brand image, and quality of service to customer trust and implication on customer loyalty (survey on customer brand sharp electronics product at the South Kalimantan Province). European Journal of Business and Management, 6(29), 159-166.

Sangadji, E. M., & Sopiah, E. (2013).

Perilaku Konsumen Pendekatan Praktis Disertai Himpunan Jurnal Penelitian. Yogyakarta: Andi Offset.

Schiffman, L. G., & Kanuk, L. L. (2007). Perilaku Konsumen. Jakarta: PT. Indeks Gramedia.

Siregar, S. (2015). Metode Penelitian

Kuantitatif dilengkapi dengan perbandingan perhitungan manual & SPSS. Jakarta: PT Fajar Interpratama Mandiri.

Suharismi Arikunto. Prosedur Penelitian

Suatu Pendekatan Praktek. Yogyakarta : BPFE Yogyakarta, 2010.

Sugiyono, P. D. (2016). Metode Penelitian

Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.

Supranto, J., & Limakrisna, N. (2007).

Perilaku Konsumen dan Strategi Pemasaran. Jakarta: Mitra Wacana Media.

West, R., & Turner, L. H. (2007). Introduction Communication Theory: Analysis and Application. Jakarta: Salemba Humanika.