The influence of brand image and prices on KFC product purchase decision: Case study at KFC Prabumulih branch

Arif Rahman Saputra; Zakaria Wahab; Muchsin Saggaf Shihab; Marlina Widiyanti

doi:10.21744/ijss.v5n3.1908

Authors

Arif Rahman Saputra
arifrahmansaputra1@gmail.com
Master of Management, Sriwijaya University, Palembang, Indonesia
Zakaria Wahab Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
Muchsin Saggaf Shihab Lecturer of Bakrie University, Jakarta, Indonesia
Marlina Widiyanti Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia

Keywords:

brand image, customers, price, purchase decision

Abstract

This study is to decide the impact of brand picture and cost on buying choices for KFC items (a contextual investigation at the KFC Prabumulih City branch). The populace in this study were all customers who bought KFC items at the Prabumulih part of KFC in 2022, and the example utilized in this study was 100 respondents utilizing the purposive examining strategy. The different direct relapse examination results show that brand picture significantly affects buying choices. Cost affects buying choices. KFC Indonesia ought normal to be all the more frequently engaged with get-togethers. Furthermore, it is trusted that KFC can offer more to the general climate by being engaged with typical food dispersion to individuals out of luck. Value, it is trusted that KFC Indonesia can add variations of the Goceng menu and menus at low costs. Since KFC's piece of the pie covers varying backgrounds in light of direct examination in the field, the typical KFC purchasers are school and undergrads. Adding more Goceng menus makes purchasers more keen on purchasing KFC menus contrasted with other comparable drive-through joints.

Downloads

Download data is not yet available.

References

Amron, A. (2018). The influence of brand image, brand trust, product quality, and price on the consumer’s buying decision of MPV cars. European Scientific Journal, ESJ, 14(13), 228.

Andryusalfikri, Z. W., & Widiyanti, M. (2019). Effect of Trust, Quality of Products and Quality Services on Purchase Decisions on E-Commerce Shopee in Palembang City. International Journal of Management and Humanities (IJMH), 3.

Anwar, M., & Andrean, D. (2020). The Effect of Perceived Quality, Brand Image and Price on Purchase Decision. Proceedings of the 4th International Conference on Sustainable Innovation Accounting and Management, Vol. 201.

Basri, N. A. M. H., Ahmad, R., Anuar, F. I., & Ismail, K. A. (2016). Effect of word of mouth communication on consumer purchase decision: Malay upscale restaurant. Procedia-Social and Behavioral Sciences, 222, 324-331. https://doi.org/10.1016/j.sbspro.2016.05.175

Cretu, A. E., & Brodie, R. J. (2007). The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective. Industrial marketing management, 36(2), 230-240. https://doi.org/10.1016/j.indmarman.2005.08.013

Djatmiko, T., & Pradana, R. (2016). Brand image and product price; Its impact for Samsung smartphone purchasing decision. Procedia-Social and Behavioral Sciences, 219, 221-227. https://doi.org/10.1016/j.sbspro.2016.05.009

Enneking, U., Neumann, C., & Henneberg, S. (2007). How important intrinsic and extrinsic product attributes affect purchase decision. Food Quality and Preference, 18(1), 133-138. https://doi.org/10.1016/j.foodqual.2005.09.008

Faddilah, D. E., & Dwiarta, I. M. B. (2020). Pengaruh Citra Merek, Inovasi Produk, Dan Kepuasan Konsumen Terhadap Keputusan Pembelian Kfc Gajahmada Sidoarjo. Journal of Sustainability Bussiness Research (JSBR), 1(1), 329-337.

Fadli, M., Heriyanto, M., & Othman, L. (2021). The Effect of Pricing and Promotion on Consumer Purchase Decisions of Suzuki Car at PT. Prosperous Buana Trada Suzuki Car Pekanbaru. Enrichment: Journal of Management, Vol. 12 (ISSN 2087-6327).

Firmanto, Y. (2019). The Effect of Brand Image and Price on Consumer Purchase Decisions on KFC Chicken Products. Journal of Management and Business, Vol. 3 (1) (ISSN 2579-4892).

Foster, B. (2018). Impact of Brand Image on Purchasing Decision on Mineral Water Product “Amidis” (Case Study on Bintang Trading Company). American Research Journal of Humanities and Social Sciences, Vol. 2 (ISSN: 2378-7031).

Haqiqi, F., & Khuzaini. (2020). The Influence of Brand Image, Service Quality, Store Atmosphere and Prices on Purchase Decisions. Journal of Management Science and Research , Vol. 9(4) (ISSN: 2461-0593).

Kotler, P., & Armstrong, G. (2015). Marketing an Introducing Prentice Hall (12th ed.). England: Pearson Education, Inc.

Kotler, P., & Keller, KL (2016). Marketing Management (15th ed.). Pearson Education, Inc.

Kristianto, B. (2021). Survey of Eating Place Choices by Indonesian People in 2022.

Levrini, G. R., & Jeffman dos Santos, M. (2021). The influence of Price on purchase intentions: Comparative study between cognitive, sensory, and neurophysiological experiments. Behavioral Sciences, 11(2), 16.

Lien, C. H., Wen, M. J., Huang, L. C., & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218. https://doi.org/10.1016/j.apmrv.2015.03.005

Mahatama, A. A. B. P., & Wardana, M. (2021). The role of brand image and customer commitment in mediating service quality towards customer loyalty. International Research Journal of Management, IT and Social Sciences, 9(1), 79-89. https://doi.org/10.21744/irjmis.v9n1.2006

Manyu, A., Saroh, S., & Zunaidah, D. (2022). The Influence of Product Quality, Service Quality, and Price on KFC Purchase Decisions (Case Study on KFC Consumers in Malang City in the PPKM Period). JIAGABI , Vol. 11 (ISSN: 2302-7150), 253–262.

Marifah, S. (2021). So Indonesian Netizens Trust, that KFC Indonesia is Always The First Choice.

Mukramah. (2020). The Effect of Price and Promotion on Fast Food Purchase Decisions on Consumers of Kentucky Fried Chicken (KFC) Sipin Branch Jambi City. Journal of Islamic Economics.

Nazirah, & Parani, SBD (2021). Effect of Halal Label and Price on Purchase Decisions at KFC Hasanuddin Palu City. Journal of Management Science, Vol. 7(2), 107–117.

Novansa, H., & Ali, H. (2018). Purchase Decision Model: Analysis of Brand Image, Brand Awareness, and Price (Case Study of SMECO Indonesia SME products). Saudi Journal of Humanities and Social Sciences, (ISSN: 2415-6256).

Persson, N. (2010). An exploratory investigation of the elements of B2B brand image and its relationship to price premium. Industrial Marketing Management, 39(8), 1269-1277. https://doi.org/10.1016/j.indmarman.2010.02.024

Rybaczewska, M., Sparks, L., & Su?kowski, ?. (2020). Consumers’ purchase decisions and employer image. Journal of Retailing and Consumer Services, 55, 102123. https://doi.org/10.1016/j.jretconser.2020.102123

Sääksjärvi, M., & Samiee, S. (2011). Relationships among brand identity, brand image and brand preference: differences between cyber and extension retail brands over time. Journal of interactive marketing, 25(3), 169-177. https://doi.org/10.1016/j.intmar.2011.04.002

Saraswati, A. R., & Giantari, I. G. A. K. (2022). Brand image mediation of product quality and electronic word of mouth on purchase decision. International Research Journal of Management, IT and Social Sciences, 9(1), 97-109. https://doi.org/10.21744/irjmis.v9n1.2012

Theotokis, A., Pramatari, K., & Tsiros, M. (2012). Effects of expiration date-based pricing on brand image perceptions. Journal of Retailing, 88(1), 72-87. https://doi.org/10.1016/j.jretai.2011.06.003

Vázquez-Rowe, I., Villanueva-Rey, P., Moreira, M. T., & Feijoo, G. (2013). The role of consumer purchase and post-purchase decision-making in sustainable seafood consumption. A Spanish case study using carbon footprinting. Food Policy, 41, 94-102. https://doi.org/10.1016/j.foodpol.2013.04.009

Wahyuni, S., & Ginting, M. (2019). The Impact of Product Quality, Price and Distribution on Purchasing Decision on the Astra Motor Products in Jakarta. Journal of Business Management and Accounting, Vol. 1 (1) (ISSN: 2655-786x), 18–26.

Wu, L., Qu, Y., Zhao, S., & Zhou, S. (2022). The Impact of Brand Image on Laptop Purchasing Intention. The Moderating Role of Consumer Ethnocentrism. International Journal of Business, Economics, and Management , Vol. 9(1) (ISSN: 2312-0916), 1–19.

Yulianti, N. M. D. R. (2020). Pengaruh Brand Image, Green Marketing Strategy, Dan Emotional Desire Terhadap Keputusan Pembelian Produk Mcdonald’s. Jurnal Ilmiah Manajemen dan Bisnis, 5(1), 70-80.