D-4 Administrasi Bisnis Terapan

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Pengaruh Kualitas Layanan, Citra Merek dan Harga Terhadap Keputusan Pembelian Pada Kentucky Fried Chicken (KFC) Baloi Cabang Batam
(Politeknik Negeri Batam, 2015-08-18) Heriyanto, Mega; Hidayat, Rahmat
This study aims to identify and analyze the influence of service quality, brand image and price simultaneously or partially on purchasing decisions at Kentucky Fried Chicken (KFC) Baloi Batam branch. The population in this study is that consumers who ever bought KFC Baloi Batam branch or consumers who come directly to KFC Baloi Batam branch. The number of samples obtained using Slovin calculation as much as 75 respondents using non Probability Sampling method is Accidental Sampling. The analytical method used is quantitative analysis of multiple regression analysis using SPSS 20. The result showed that the variables of service quality, brand image variables and variable rates simultaneously significant influence on purchasing decisions at KFC Baloi Batam branch. evidenced by obtaining the calculated F value of 7.905 and F tables of 2.73. So in this case Ha accepted and H0 is rejected because Fvalue > Ftables is 7.905 > 2.73. Figures R of 0.500 with a coefficient of determination or R Square of 0.250 or 25%. That is explained that 25% of purchasing decisions KFC Baloi Batam branch affected by the variable quality of service, brand image variables and variable rates while the balance of 75% is influenced by other factors not examined in this research.