PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA KFC DI KOTA BENGKULU

Yudi Irawan Abi

25 citations0/0 files storedManagament Insight Jurnal Ilmiah Manajemen

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Consumer Behavior and Marketing Influence Customer Service Quality and Loyalty Consumer Retail Behavior Studies

Abstract

The purpose of this study is to look at the effect of brand image and product quality on purchasing decisions for KFC products in the city of Bengkulu. This research was conducted based on a quantitative approach. Data were collected using a questionnaire involving 100 respondents. Data analysis was used using multiple linear regression. The results of this study reveal that the influence of brand image has a significant effect on purchasing decisions on KFC products in Bengkulu City. The effect of product quality has a significant effect on decisions on KFC products in Bengkulu City.Keywords: product quality; Product Knowledge; and Purchase Decision.

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2004Dasar-dasar pemasaran 2017PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN 1995Measuring Customer Satisfaction

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