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Journal : JURNAL LENTERA BISNIS

PENGARUH BRAND IMAGE DAN STORE IMAGE TERHADAP KEPUTUSAN PEMBELIAN KFC MERR SURABAYA Jayanti, Eka; Wardani, Nuruni Ika Kusuma
JURNAL LENTERA BISNIS Vol. 15 No. 2 (2026): JURNAL LENTERA BISNIS, Mei 2026
Publisher : POLITEKNIK LP3I JAKARTA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34127/jrlab.v15i2.2292

Abstract

The global fast-food market continues to grow. The fast-food industry is projected to grow at a CAGR of 7% annually. This growth presents significant business opportunities for players in the fast-food sector, particularly fast-food restaurants. Fast-food entrepreneurs will increasingly innovate to influence consumers to purchase their products. This study aims to determine the influence of brand image and store image on purchasing decisions for KFC MERR Surabaya. Data collection for this study was conducted by distributing an online questionnaire to 140 respondents who are KFC MERR Surabaya customers and reside in Surabaya. The sampling technique used was non-probability sampling with a purposive sampling method. The data analysis method used was Structural Equation Modeling (SEM) based on Partial Least Squares (PLS). The results of this study indicate that the variables Brand Image and Store Image have a significant influence on the purchase decision for KFC MERR Surabaya products. These findings suggest that a positive image can drive increased sales and boost revenue for KFC MERR Surabaya
Co-Authors Achmad Abyan Zharfan Ahcmady, Anggie Christian Nur Ainul Yaqin Alifia, Firza Tsamara Almira Zakkiya Arofa Amelia Retno Wahyu Purnama Amelia, Novi Amirah, Anandah Anggraeni, Aulia Dwi Anisah, Azmi Listya Anita Fine Ardianita Ardianita Arya Yudha Nugraha Dewanti, Illona Ratna Dhianita Yasmin Faisal Prima Agdhanni Farahdila An-nisa Anwar Hery Pudjo Prastyono Icasania Septentia Ignathia Martha Hendrati Ignathia Martha Hendrati Ignatia Martha H Ignatia Martha H. Ilmiah, Ismiatul Ismail, Rizky Riza Izaak, Wilma Cordelia JAYANTI, EKA Kiky Asmara Laksono, Rachmad Budi Lifia Hardiyani Martha Hendrati, Ignatia Mei Retno Adiwaty Mellania Ariya Nitta Moch. Virgiawan Anjasmara Mochammad Ismail Alfarizi Muhammad Yohanes Mumtaz, Wafiula Nabilah Amani SALSABILA Nanik Hariyana Naufal Putra Yundra Perkasa Nur Aisyah, Afinatus Nurkholish Majid Perdana, Ramadhanty Khansaputri Pratama, Ovitia Rerolia Fitria Putri Aisyah Putri, Adiesta Aulia Rahma, Tanzalina Aulia Rahmadhani, Novia Rizky Ramadhanty Khansaputri Perdana Reiga Ritomea Ariescy Rishelynia Nastiti Dwi Prayunda Rizky Hediyanti Ryan Oktavianto Ryandini, Fadilla Safira, Adelia Mayang Sandi Ariamanda Ariamanda Santoso, Anugrah Bayu Satuhu, Nia Hanifah Sauki, Moch Syahrir Sebastiana Viphindrartin Septentia, Icasania Sholihah, Dewi Deniaty Sishadiyati Syaifudin, Syanita Lailatussa’adah Syanita Lailatussa’adah Syaifudin Thalib, Mochammad Rayyan Theodora Cicelia Khristi Tri Kartika Pertiwi Utomo, Diajeng Intan Putri Wilma Izaak Zumrotul Fitriyah Zumrotul Fitriyah, Zumrotul