Managament Insight: Jurnal Ilmiah Manajemen
Vol 15, No 1 (2020): Managament Insight: Jurnal Ilmiah Manajemen

PENGARUH BRAND IMAGE DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA KFC DI KOTA BENGKULU

Yudi Irawan Abi (Universitas Bengkulu)

Article Info

Publish Date
06 Jun 2020

Abstract

The purpose of this study is to look at the effect of brand image and product quality on purchasing decisions for KFC products in the city of Bengkulu. This research was conducted based on a quantitative approach. Data were collected using a questionnaire involving 100 respondents. Data analysis was used using multiple linear regression. The results of this study reveal that the influence of brand image has a significant effect on purchasing decisions on KFC products in Bengkulu City. The effect of product quality has a significant effect on decisions on KFC products in Bengkulu City.Keywords: product quality; Product Knowledge; and Purchase Decision.

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Journal Info
Managament Insight: Jurnal Ilmiah Manajemen
Website

Abbrev

Insight

Publisher

Universitas Bengkulu

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Managament Insight: Jurnal Ilmiah Manajemen is an online journal that is published two times a year. It publishes research papers that give rigorous theoretical and practical insight of business and managament. Managament Insight aims to provide a forum for the dissemination of theory application ...