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All Journal Jurnal Mirai Management Jurnal Manajemen & Keuangan Jurnal Akuntansi, Manajemen dan Ilmu Ekonomi (JASMIEN) Jurnal Ekonomi Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) Journal of Management and Digital Business Tanjungpura International Journal on Dynamics Economics, Social Sciences, and Agribusiness (TIJDESSA) Mutiara : Jurnal Ilmiah Multidisiplin Indonesia Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah International Journal of Islamic Business and Economics (IJIBEC) Ulil Albab Menulis: Jurnal Penelitian Nusantara Jurnal Dinamika Manajemen
Erna Listiana
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Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Jurnal Ekonomi

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THE IMPACT OF FOOD QUALITY AND PRICE DISCOUNT TOWARD BRAND IMAGE AND PURCHASE DECISION Fadilah, Putri; Barkah, Barkah; Erna Listiana; Hasanudin, Hasanudin; Rizky Fauzan
Jurnal Ekonomi Vol. 12 No. 04 (2023): Jurnal Ekonomi, 2023
Publisher : SEAN Institute

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Abstract

In today's globalized world, business rivalry is becoming more intense on both a domestic (national) and international level. Currently, the business sector that continues to experience rapid growth is the fast food industry. With the increasing population in Indonesia, the demand for fast food also continues to increase. One example of a fast food product that is popular in Indonesia is KFC. The Indonesian public's view of KFC as a food that has high standards of quality safety, and health has become very strong. When asked about the best place to enjoy fried chicken in Indonesia, KFC always comes up as one of the first choices in their minds. Products produced by this international company offer the assurance of superior food quality. KFC's food quality is an important factor that influences consumer purchase decisions, and this must be the company's focus on improving the quality of its products to win competition in the fast food industry. This study will examine the extent to which the impact food quality and price discounts on purchase decisions, with the brand image as a mediating variable at KFC in Indonesia. In collecting data, this research applied a questionnaire method involving 219 respondents selected through a purposive sampling technique. In data analysis, Structural Equation Modeling (SEM) was used with the help of the AMOS 24 tool. The results of this research reveal that food quality and price discounts have a significant influence on purchase decisions, which are mediated by brand image.
Co-Authors AHMADI Ana Fitriana Ana Fitriana Ariqoh, Daffa Asri Audisty Prana Hardayu Barkah Barkah Barkah Barkah, Barkah Bintoro Bagus Purmono Chandra Dody Pratama Marumpe Efa Irdhayanti Erwin Erwin Fachrurazi Fadilah, Putri Fahruna, Yulyanti Fauzan, Rizky Feby Kusuma Fiola Okta Ningtias Giriati Hansen Tandra Hasanudin Hasanudin Ilzar Daud Ita Nurcholifah, Ita Mikhael Candra Priadi Mochammad Imron Awalludin Muhammad Afif Nisrina Amalia Nova Claudya Elliza Nur Afifah Nur Afifah Ramadania Rosalia Syarifah Siti Wartini Welim Hansen Wendy Wenny Pebrianti