Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Enrichment : Journal of Management
Niken Wahyu Cahyaningtyas
Universitas Pancasakti
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Influence of Brand Equity Dimensions on the Business Purchase Behavior of the Crispy Chicken Franchise in Tegal City Sari Wiyanti; Niken Wahyu Cahyaningtyas
Enrichment : Journal of Management Vol. 12 No. 2 (2022): Management Science and Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (826.227 KB) | DOI: 10.35335/enrichment.v12i2.410

Abstract

Crispy chicken in Indonesia becomes a competititve business and easy business to run. The risk of the crispy chicken franchise business is very low because the crispy chicken franchise brand is know to consumers. The franchisor built his brand equity, by developing a crispy chicken franchise. Franchise prefer to buy a crispy chicken franchise business that has high brand equity. The survey was toward 100 respondent and collected 75 questionnaires from crispy chicken traders in Tegal City. Data analysis techniques using multiple linear regression. The results can conclude that the dimensions of brand equity simultaneously affect business purchase behavior of the crispy chicken franchise in Tegal city.
Co-Authors Sari Wiyanti