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All Journal Jurnal Ilmiah Edunomika (JIE) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) JURNAL BISNIS ADMINISTRASI DAN MANAJEMEN Jurnal Umum Pengabdian Masyarakat (JUPEMAS) El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal Pemberdayaan Ekonomi dan Masyarakat Economic Development Progress
Sarwoto
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Journal : Economic Development Progress

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Pengaruh Citra Merek Terhadap Keputusan Pembelian KFC Ramayana Dengan Kepercayaan Merek SebagaiVariabel Intervening : Studi Kasus Pada Pelanggan KFC Ramayana Di Kota Tebing Tinggi Rahayu, Kiki; Sarwoto
Economic Development Progress Vol. 2 No. 1 (2023): Economic Development Progress Edisi Juni 2023
Publisher : Sekolah Tinggi Ilmu Ekonomi Bina karya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70021/edp.v2i1.87

Abstract

This study aims to determine "the influence of brand image on purchasing decisions with brand trust as an intervening variable (T-shirt Study on KFC Ramayana Customers in Tebing Tinggi City)". The type of research used in this research is explanatory research. The population in this study were all consumers who had consumed KFC Ramayanan in Tebing Tinggi City. In determining the sample used the Slovin formula. Sampling using non-probability sampling technique. Samples were taken as many as 90 respondents. The analysis tool in this study uses the help of the SEM analysis program with Smart PLS 3.0 software. Based on the results of the study showed that: 1). Brand Image (X) has an effect on Brand Trust (Z), 2). Brand Image Variable (X) has an effect on Purchase Decision (Y), 3). Brand Trust Variable (Z) has an effect on Purchase Decision (Y), 4). Brand Image Variable (X) has an effect on Purchase Decision (Y) with Brand Trust (Z) as Intervening Variable.
Co-Authors Alfina Yusra Andy Wijaya Hasibuan Ari Syahputra Atmaji Bobby Hartanto Buaya, Nurhafizah Cahyadi, Willy Cai Cen, Cia Deddy Dwi Arseto Didik Gunawan Dirgantini, Devi Dita Triana Ferdinand Simanjuntak Hanna Sajidah Sinaga Haya Haratikka Imelda Mardayanti Indah Permata Sari Indra Welly Arifin Irham Lubis Ivana Supi Al’amudi M Dian Andika M.Alang Khairunnizar Ma'Arif, Miftachul Nurwijayanti Rahayu, Kiki Rani Puspita Sari Sarjiyanto Sri Winda Hardiyanti Damanik Suci Etri Jayanti. S Wahyudi, Lilik Winggi Tria Cahya Yenni Arfah