PENGARUH BRAND IMAGE, EWOM, DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN KFC

Dinda Arivia Pujiantari, . (2025) PENGARUH BRAND IMAGE, EWOM, DAN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN KFC. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

[img] Text
ABSTRAK.pdf
Download (198kB)
[img] Text
AWAL.pdf
Download (416kB)
[img] Text
BAB 1.pdf
Restricted to Repository UPNVJ Only
Download (287kB)
[img] Text
BAB 2.pdf
Restricted to Repository UPNVJ Only
Download (329kB)
[img] Text
BAB 3.pdf
Restricted to Repository UPNVJ Only
Download (434kB)
[img] Text
BAB 4.pdf
Restricted to Repository UPNVJ Only
Download (460kB)
[img] Text
BAB 5.pdf
Download (216kB)
[img] Text
DAFTAR PUSTAKA.pdf
Download (245kB)
[img] Text
RIWAYAT HIDUP.pdf
Restricted to Repository staff only
Download (353kB)
[img] Text
LAMPIRAN.pdf
Restricted to Repository UPNVJ Only
Download (4MB)
[img] Text
HASIL PLAGIARISME.pdf
Restricted to Repository staff only
Download (13MB)
[img] Text
ARTIKEL KI.pdf
Restricted to Repository staff only
Download (347kB)

Abstract

Fluctuations in KFC’s sales performance over the past five years are reflected in the company’s annual reports which shown decreasing sales. Meanwhile, KFC still exist on first ranking top brand index the last five years. Moreover, KFC continues to operate outlets across various regions of Indonesia, both on Java Island and beyond. This research is quantitative research that investigates the impact of brand image, electronic word of mouth (eWOM), and lifestyle on purchasing decisions at KFC. The purpose of this research for investigate what’s factor affecting purchase decision on KFC. This research utilizes primary data collected through a questionnaire distributed using a purposive sampling approach, resulting in 100 respondents. The data were examined using both descriptive and inferential analyses (structural equation model) with the support of SmartPLS 3 software. The results revealed that Brand Image significantly influences Purchasing Decision, eWOM does not influence Purchase Decision, and Lifestyle significantly influences Purchasing Decision.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2210111004] [Pembimbing: Dienni Ruhjatini Sholihah] [Penguji 1: Maria Assumpta Wikantari] [Ketua Penguji: Bernadin Dwi]
Uncontrolled Keywords: Brand Image, eWOM, Fast Food, Lifestyle, Purchase Decision.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: DINDA ARIVIA PUJIANTARI
Date Deposited: 17 Mar 2026 02:42
Last Modified: 17 Mar 2026 02:42
URI: http://repository.upnvj.ac.id/id/eprint/41177

Actions (login required)

View Item View Item