<![CDATA[This study aims to assess the impact of brand image and service quality on consumer purchasing choices at KFC, addressing the research gap identified in several previous studies that examined these variables separately. This research adopts a quantitative approach using a structured questionnaire as the primary data collection instrument, which was distributed to 130 respondents selected based on predetermined criteria. The data collected from respondents were systematically analyzed and processed using the Statistical Package for the Social Sciences (SPSS) software to ensure accuracy and reliability of the results. The findings of this study indicate that brand image has a significant influence on consumer purchasing choices, demonstrating the importance of positive perceptions, brand recognition, and brand trust in shaping consumer behavior. In addition, service quality was also found to contribute significantly to purchasing decisions, highlighting the role of responsiveness, reliability, and customer satisfaction in the fast-food industry. These results suggest that strengthening brand image and consistently delivering standardized, high-quality service are crucial strategic efforts for KFC management to enhance customer loyalty and maintain a sustainable competitive advantage in a constantly changing and highly competitive market environment.]]>
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