Enrichment : Journal of Management
Vol. 12 No. 2 (2022): Management Science and Field

Influence of Brand Equity Dimensions on the Business Purchase Behavior of the Crispy Chicken Franchise in Tegal City

Sari Wiyanti (Universitas Pancasakti)
Niken Wahyu Cahyaningtyas (Universitas Pancasakti)

Article Info

Publish Date
15 Mar 2022

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.

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Journal Info
Enrichment : Journal of Management
Website

Abbrev

enrichment

Publisher

Institute of Computer Science

Subject

Economics, Econometrics & Finance

Description

The Enrichment : Journal of Management offers wide ranging and widespread analysis of all surfaces of management and science. Published two times per year, it delivers a emphasis for universal proficiency in the vital methods, techniques and areas of research; presents a opportunity for its readers ...