PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA KFC PALEMBANG SQUARE

FAUZI, FIKRI and Daud, Islahuddin and Rosa, Aslamia (2018) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA KFC PALEMBANG SQUARE. Undergraduate thesis, Sriwijaya University.

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Abstract

This research was conducted to analyze the influence of brand image and product quality on consumer purchasing decisions at KFC Palembang square. This study uses primary data obtained through questionnaires, samples taken as many as 100 people using the accidental sampling method. The analysis technique used is multiple linear regression analysis, F test and T test. The results of the research on the F test showed a significant value of 0,000 which means that the independent variables consisting of brand image and product quality together (simultaneously) have a positive and significant effect on the decision Consumer purchases at KFC Palembang square. This study also shows partially that the brand image variable has a partial effect on purchasing decisions, while the product quality variable has a partial effect on consumer purchasing decisions at KFC Palembang square

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Image, Product Quality, Costumer Purchasing
Subjects:	T Technology > T Technology (General) > T1-995 Technology (General) > T325 Trademarks
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mrs Dies Meirita Sari
Date Deposited:	26 Sep 2019 08:20
Last Modified:	26 Sep 2019 08:20
URI:	http://repository.unsri.ac.id/id/eprint/9026

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