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

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.