The Influence of Brand Image, Halal Label, and Product Quality on Kentucky Fried Chicken (KFC) Purchase Decisions

Abstract

This study aims to determine the effect of brand image, halal label, and product quality either simultaneously or partially on the purchasing decision of KFC in Samarinda. In this study, researchers used quantitative research. Data collection techniques with questionnaires, interviews, and literature study. Determination of the number of samples based on the slovin formula amounted to 100 respondents. The analytical technique used in this research is instrument test, classical assumption test, multiple regression analysis, and hypothesis testing using SPSS version 22. The study results prove that brand image partially has a significant effect on purchasing decisions for KFC in Samarinda, Halal label partially has a significant effect on purchasing decisions for KFC at Samarinda, Product quality partially has a significant effect on purchasing decisions for KFC at Samarinda. Brand Image, Halal Label, and Product Quality simultaneously significantly influenced purchasing decisions for KFC at Samarinda. The results of this study are expected to be an evaluation for culinary business developers to understand better the characteristics of their consumers and what they need and want. Thus the company will more easily attract the interest of consumers.