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.
References
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Susanti, I. Y., Tjahjono, E., & Nasution, U. C. (2015). Pengaruh Brand Image, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian. Jurnal Dinamika Administrasi Bisnis, 1(1), 6.
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Wuhan University, China, & Zeng, F. (2019). Chinese Smartphone Brands: Gender, Consumers Behavioural And Attitudinal Loyalty. Marketing And Management Of Innovations, 2(1), 83–98. Https://Doi.Org/10.21272/Mmi.2019.2-08
Yudha Prastya, S. (2020). Pengaruh Labelisasi Halal Dan Citra Merek Terhadap Keputusan Pembelian Produk Mie Korea Pada Konsumen Di Kota Metro. Jurnal Manajemen Diversifikasi, 1(1), 9.
Zhu, D. H., Deng, Z. Z., & Chang, Y. P. (2020). Understanding The Influence Of Submission Devices On Online Consumer Reviews:A Comparison Between Smartphones And Pcs. Journal Of Retailing And Consumer Services, 54(2), 102028. Https://Doi.Org/10.1016/J.Jretconser.2019.102028
Ali, A., Xiaoling, G., Sherwani, M., & Ali, A. (2018). Antecedents Of Consumers’ Halal Brand Purchase Intention: An Integrated Approach. Management Decision, 56(4), 715–735. Https://Doi.Org/10.1108/Md-11-2016-0785
Alić, A., Činjarević, M., & Agić, E. (2020). The Role Of Brand Image In Consumer-Brand Relationships: Similarities And Differences Between National And Private Label Brands. Management & Marketing. Challenges For The Knowledge Society, 15(1), 1–16. Https://Doi.Org/10.2478/Mmcks-2020-0001
Alshare, F., Aljawarneh, N. M., Alomari, K. A. Kader, Alomari, Z. S., Albdareen, R., Alwagfi, A. A., & Alradaideh, A. T. (2020). Factors Influencing Cellular Device Purchase Decisions In Jordan. Management Science Letters, 2501–2506. Https://Doi.Org/10.5267/J.Msl.2020.3.045
Andari, P. (2021). Pengaruh Brand Image, Brand Trust, Dan Strategi Promosi Terhadap Keputusan Pembelian Produk Air Minum Dalam Kemasan Merek Oxgndw (Oxy). Jurnal Manajemen Dan Akuntansi, 16(1), 18.
Asti, E., & Ayuningtyas, E. (2020). Pengaruh Kualitas Pelayanan, Kualitas Produk Dan Harga Terhadap Kepuasan Konsumen: (Effect Of Service Quality, Product Quality And Price On Consumer Satisfaction). Ekomabis: Jurnal Ekonomi Manajemen Bisnis, 1(01), 1–14. Https://Doi.Org/10.37366/Ekomabis.V1i01.2
Azam, S. M. F. (2019). Factors Influencing Customers’ Purchase Decision Of Residential Property In Selangor, Malaysia. Management Science Letters, 9(9), 1341–1348. Https://Doi.Org/10.5267/J.Msl.2019.5.016
Bakhtiar, A., Ningsih, N. R., & Sari, N. M. (2021). Impact Of Brand Image, Halal Status, And Government Certification On Purchasing Decisions For Food And Beverages. Sao Paulo, 8.
Bayu, D. K., Ningsih, G. M., & Windiana, L. (2020). Pengaruh Labelisasi Halal, Merek Dan Harga Terhadap Keputusan Pembelian Minuman Chatime. Jurnal Sosial Ekonomi Pertanian, 16(3), 18.
Bhakuni, P., Rajput, S., Sharma, B., & Bhakar, S. (2021). Relationship Between Brand Image And Store Image As Drivers Of Repurchase Intention In Apparel Stores. Gurukul Business Review, 17(1). Https://Doi.Org/10.48205/Gbr.V17.6
Bulan, T. P. L., Fazrin, K., & Rizal, M. (2018). Pengaruh Label Halal Dan Bonus Dalam Kemasan Terhadap Keputusan Pembelian Pada Produk Kinder Joy Pada Masyarakat Kota Langsa. Jurnal Manajemen Dan Keuangan, 6(2), 729–739. Https://Doi.Org/10.33059/Jmk.V6i2.679
Dewanti, I. N., & Irwansyah, I. (2021). Disonansi Kognitif Dalam Perilaku Konsumen Masyarakat Indonesia Terhadap Pembelian Produk Tanpa Logo Halal. Jurnal Lensa Mutiara Komunikasi, 5(1), 99–109. Https://Doi.Org/10.51544/Jlmk.V5i1.1657
Firmanto, Y. (2019). Pengaruh Brand Image Dan Harga Terhadap Keputusan Pembelian Konsumen Pada Produk Chicken Kfc. Jurnal Manajemen Dan Bisnis, 3(1), 10.
Fitria, A., Iriani, S. S., & Sanaji, S. (2017). Pengaruh Brand Image Terhadap Keputusan Menggunakan Jasa Klinik Kecantikan Dengan Kelompok Referensi Sebagai Variabel Moderasi (Studi Pada Pengguna Jasa Klinik Kecantikan Di Surabaya). Jurnal Manajemen Dan Bisnis Indonesia, 4(2), 227–237. Https://Doi.Org/10.31843/Jmbi.V4i2.120
Hasan, M. I. (2003). Pokok-Pokok Statistik I (Statistic Deskriptif) Edisi Kedua,. Jakarta: Pt Bumi Aksara.
Hernama, & Handrijaningsih, L. (2021). Pengaruh Labelisasi Halal, Citra Merk Dan Harga Terhadap Keputusan Pembelian Produk Mie Instan Impor Di Kalangan Mahasiswa. Ug Journal, 15(2), 54.
Hidayah, N., & Rachmi, A. (2019). Pengaruh Harga Dan Lokasi Terhadap Minat Beli Konsumen Di Ayam Goreng Nelongso Malang. Jurnal Aplikasi Bisnis, 5(1), 4.
Hoe, L. C., & Mansori, S. (2018). The Effects Of Product Quality On Customer Satisfaction And Loyalty: Evidence From Malaysian Engineering Industry. International Journal Of Industrial Marketing, 3(1), 20. Https://Doi.Org/10.5296/Ijim.V3i1.13959
Kementrian Pertanian Republik Indonesia. (2019). Suplai Ayam Melimpah, Ini Rekomendasi Dan Langkah Kementan. Https://Www.Pertanian.Go.Id/Home/?Show=News&Act=View&Id=3950
Kotler, P., & Amstrong. (2008). Prinsip-Prinsip Pemasaran. Jakarta: Erlangga.
Kotler, P., & Keller, K. (2009). Manajemen Pemasaran. Jakarta: Erlangga.
Kountor, R. (2005). Metode Penelitian. Jakarta: Bumi Aksara.
Li, Y., Yao, J., & Chen, J. (2021). The Negative Effect Of Scarcity Cues On Consumer Purchase Decisions In The Hospitality Industry During The Covid-19 Pandemic. International Journal Of Hospitality Management, 94, 102815. Https://Doi.Org/10.1016/J.Ijhm.2020.102815
Manurung, H. P. (2020). Pengaruh Label Halal, Kualitas Produk, Dan Harga Terhadap Keputusan Pembelian Produk. Jurnal Manajemen, Ekonomi Sains, 1(2), 9.
Marisa M, O., & Rowena, J. (2019). Pengaruh Brand Image, Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Kembali Pada Produk High End Make Up And Skin Care Pada Generasi Millenial Jakarta. Jurnal Bina Manajemen, 7(2), 165.
Mashudi. (2015). Konstruksi Hukum & Respons Masyarakat Terhadap Sertifikasi Produk Halal. Pustaka Pelajar.
Muliasari, D. (2020). The Effect Of Product Price And Product Quality On Purchasing Decisions For Samsung Brand Handphones Among Stie Aas Surakarta Students. International Journal Of Economics, Business And Accounting Research (Ijebar), 3(04). Https://Doi.Org/10.29040/Ijebar.V3i04.805
Nguyen, C. (2021). The Determinants Of Customer Satisfaction In Fast Food Industry: The Case Study Of Kfc Viet Nam. Ssrn Electronic Journal, 2(2), 7. Https://Doi.Org/10.2139/Ssrn.3906107
Nur Fauziah, R. (2019). Pengaruh Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian I Am Geprek Bensu Tasikmalaya (Survei Pada Konsumen I Am Geprek Bensu Di Kota Tasikmalaya). Jurnal Hexagro, 3(1), 27–32. Https://Doi.Org/10.36423/Hexagro.V3i1.304
Pilipus, R. R., Aransyah, M. F., & Bharata, W. (2021). Pengaruh Wom (Word Of Mouth), Brand Image, Dan Kualitas Produk Terhadap Keputusan Pembelian Minuman Thai Tea Pada Dum Dum Thai Drinks Samarinda. Jurnal Ilmiah Manajemen Dan Bisnis, 4(1), 12.
Sari, R. M. (2021). Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian. Jurnal Ilmiah Mea (Manajemen, Ekonomi, Dan Akuntansi), 5(3), 14.
Setyawati, K. E. (2018). Pengaruh Citra Merek (Brand Image) Terhadap Keputusan Pembelian Motor Honda Vario (Studi Kasus Pada Cv Kirana Motorindo Jaya). Jurnal Online Mahasiswa Bidang Manajemen, 3(4), 4.
Silaban, S. E., Elisabeth, E., & Sagala, R. (2019). Pengaruh Promosi, Harga Dan Inovasi Produk Terhadap Keputusan Pembelian Pada Kentucky Fried Chicken (Kfc) Simpang Mataram Medan. Jurnal Riset Akuntansi & Keuangan, 5(2), 209–228. Https://Doi.Org/10.54367/Jrak.V5i2.534
Soomro, Y. A., Baeshen, Y., Alfarshouty, F., Kaimkhani, S. A., & Bhutto, M. Y. (2021). The Impact Of Guerrilla Marketing On Brand Image: Evidence From Millennial Consumers In Pakistan. The Journal Of Asian Finance, Economics And Business, 8(4), 917–928. Https://Doi.Org/10.13106/Jafeb.2021.Vol8.No4.0917
Susanti, I. Y., Tjahjono, E., & Nasution, U. C. (2015). Pengaruh Brand Image, Kualitas Produk Dan Harga Terhadap Keputusan Pembelian. Jurnal Dinamika Administrasi Bisnis, 1(1), 6.
Top Brand Award. (2021). Https://Www.Topbrand-Award.Com/En/Top-Brand-Index-Int/?Tbi_Find=Kfc
Wuhan University, China, & Zeng, F. (2019). Chinese Smartphone Brands: Gender, Consumers Behavioural And Attitudinal Loyalty. Marketing And Management Of Innovations, 2(1), 83–98. Https://Doi.Org/10.21272/Mmi.2019.2-08
Yudha Prastya, S. (2020). Pengaruh Labelisasi Halal Dan Citra Merek Terhadap Keputusan Pembelian Produk Mie Korea Pada Konsumen Di Kota Metro. Jurnal Manajemen Diversifikasi, 1(1), 9.
Zhu, D. H., Deng, Z. Z., & Chang, Y. P. (2020). Understanding The Influence Of Submission Devices On Online Consumer Reviews:A Comparison Between Smartphones And Pcs. Journal Of Retailing And Consumer Services, 54(2), 102028. Https://Doi.Org/10.1016/J.Jretconser.2019.102028
Published
2021-12-07
How to Cite
Apriliani, P., Tikawati, T., & Fadhilah, N. (2021). The Influence of Brand Image, Halal Label, and Product Quality on Kentucky Fried Chicken (KFC) Purchase Decisions. Annual International Conference on Islamic Economics and Business (AICIEB), 1, 202-218. https://doi.org/https://doi.org/10.18326/aicieb.v1i0.21
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