PENGARUH BRAND IMAGE DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN KENTUCKY FRIED CHICKEN (KFC) CABANG SIPIN DI KOTA JAMBI (STUDI KASUS KFC SIPIN)

Melia Widlim, 1700861201160 (2023) PENGARUH BRAND IMAGE DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN KENTUCKY FRIED CHICKEN (KFC) CABANG SIPIN DI KOTA JAMBI (STUDI KASUS KFC SIPIN). skripsi thesis, Universitas Batanghari Jambi.

Text (PENGARUH BRAND IMAGE DAN PROMOSI PENJUALAN TERHADAP KEPUTUSAN PEMBELIAN KENTUCKY FRIED CHICKEN (KFC) CABANG SIPIN DI KOTA JAMBI (STUDI KASUS KFC SIPIN)) SKRIPSWEET MELIA (FIX).pdf - Published Version Download (2MB)

Abstract

ABSTRACT Melia Widlim/ 1700861201160/ Faculty of economics/ 2023/ The influence of Brand Image and Promotion to decision of purchase Kentucky Fried Chicken Regional Sipin, Jambi City/ 1st Supervisor Hj. Susilawati, S.E., M.Si/ 2st Akhmad Irwansyah S, SE, M.M. This research consist of independent variable that is brand image, promotion and dependent variable that is purchasing decision. The formulation of the problem how the influence of independent variable to the dependent variable simultanesously and partially. Lifestyle indicators among others : activities, interest and opinion. The indicator of consumers purchasing decisions are product selection, brand choice, distributor choice, time of purchase, purchase amount. Meansuremen of each indicator of lifestyle as well as the consumers purchasing decision to buy the product Kentucky Fried Chicken (KFC) Branch of Jambi City above using descriptive analysis using interval scale. Kentucky Fried Chicken (KFC) was founded by Colonel Harland Sanders is one of the global businesses in the food service industry and is widely known throughout the world as the face of Colonel Sanders. KFC is known especially for its fried chicken. Regression equations y = 5,117 + 1,003 = 6,12, value determinasions (R2) = 0,585 that meanst the amount of contribution the variable lifestyle (X) able to influence variable consumer purchasing decisions (Y) of 58,5% while the remaining 41,5% are influenced by other variables outside this study. The recapitulation results of 9 statements of respondents considered agree with a total score of 294,4 shows that Kentucky Fried Chicken products can reflect their lifestyle. The recapitulation of 11 statements of respondents about consumers purchasing decisions known to an average score of 300.81 or considered agree. Based on the results of partial hypothesis testing, it is known that lifestyle influences positively on consumer purchasing decisions on Kentucky Fried Chicken (KFC) Branch Of Jambi City of 5,117.

Actions (login required)

View Item