Brand Image terhadap Keputusan Pembelian pada KFC Megamall Manado

Freyla F. M. Kaligis (Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi)
Frendy A. O. Pelleng (Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi)
Dolina L. Tampi (Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi)

Productivity
Vol 1 No 5 (2020): Additional Issue

This study aims to determine whether the influence of Brand Image on purchasing decisions at KFC megamall Manado. This research is a type of quantitative research with a population of consumers who eat at KFC Megamall. The sample size uses the guidelines proposed by Roscoe, namely a sample of more than 30 and less than 500 is sufficient to be used in a study. Therefore, the sample in this study was 100 respondents. The data analysis technique used simple linear regression analysis. The results showed that there was an effect of brand image on purchasing decisions. In the case of a simple regression test, the results show that brand image has an effect on purchasing decisions.