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All Journal Community Development Journal: Jurnal Pengabdian Masyarakat Indonesian Journal of Business Analytics (IJBA)
Aida Kurnia Sari
Universitas Pembangunan Nasional “Veteran” Jawa Timur
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Public Health

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Journal : Indonesian Journal of Business Analytics (IJBA)

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The Influence of Social Media Marketing and Perceived Quality on KFC Brand Equity (Consumer Study KFC Mulyosari Surabaya) Aida Kurnia Sari; Rizky Dermawan
Indonesian Journal of Business Analytics Vol. 3 No. 5 (2023): October 2023
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v3i5.5731

Abstract

This study aimed to determine the influence of social media marketing and perceived quality on KFC brand equity. This study makes use of quantitative research techniques and the KFC Mulyosari Surabaya customer population. Using a purposive sampling technique and non-probability sampling, a sample of 130 respondents was chosen. The sample consists of respondents who often visit and buy KFC at KFC Mulyosari Surabaya outlets at least once a month, actively follow KFC Instagram social media, and are over 17 years old. Primary as well as secondary data were used in this study. Partial least square (PLS) analysis was employed in this study along with validity, reliability, and hypothesis testing tests. The conclusions of this study prove that social media marketing and perceived quality have a positive and significant influence on brand equity.
Co-Authors Brian Tri Kusuma Catur Putri Enggit Reksiana Clara Lucia Marghanita Daffa Novendra Aditama Delly Nofiani Dheo Irfandanny Farraniza Artha Ridha Kalvin Edo Wahyudi Laodry Fat Dwi Prasetyo Mirza Aulia Salsabilla Muhammad Rafli Ferdiansyah Muhammad Zaki Zain Rizky Dermawan Sugito Sugito