PENGARUH GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA KENTUCKY FRIED CHICKEN (KFC) CABANG SIPIN KOTA JAMBI

Reni, Reni (2019) PENGARUH GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA KENTUCKY FRIED CHICKEN (KFC) CABANG SIPIN KOTA JAMBI. skripsi thesis, UNIVERSITAS BATANGHARI JAMBI.

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Abstract

ABSTRACT RENI / 1600861201244 / FACULTY OF ECONOMIC UNIVERSITY OF BATANGHARI JAMBI / THE INFLUENCE OF LIFESTYLE ON CONSUMER PURCHASING DECISION ON KENTUCKY FRIED CHICKEN (KFC) BRANCH OF JAMBI CITY SIPIN / COUNSELOR I AHMAD TARMIZI, SE, MM AND CONCELOR II DENNY ASMAS, SE, M.Si. The number of consumers and sales value in the Kentucky fried chicken (KFC) branch of jambi city sipin over the past five years has tended to decline. The smallest consumers in the year 2015 are 25.009 people and the smallest sales value in the year 2015 are Rp 10.287.500.000. This is due to the spread of news about bird flu cases in 2015. 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.

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