Pengaruh Kualitas Layanan, Citra Merek dan Harga Terhadap Keputusan Pembelian Pada Kentucky Fried Chicken (KFC) Baloi Cabang Batam
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Date
2015-08-18
Authors
Heriyanto, Mega
Journal Title
Journal ISSN
Volume Title
Publisher
Politeknik Negeri Batam
Abstract
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.
Description
Keywords
Manajemen Binis, Administrasi Bisnis, Manajemen dan Ilmu yang Berkaitan, Ilmu Ekonomi, Service Quality, Brand Image, Price