Pengaruh Citra Merek Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Lazatto Chicken Rajawali Bekasi

Milandia, Laras Oksa (2024) Pengaruh Citra Merek Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada Lazatto Chicken Rajawali Bekasi. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

The purpose of this study was to examine the effect of brand image and service quality on purchasing decisions at Lazatto Chicken Rajawali Bekasi. The population in the study were all 120 consumers of Lazatto Chicken Rajawali Bekasi and all were samples in this study. This researcher uses quantitative research methods. For data analysis using multiple linear regression with the SPSS version 25.0 program. The results of the discussion of this study indicate that obtained Brand Image has a positive and significant effect on Purchasing Decisions at Lazatto Chicken Rajawali Bekasi, this is evidenced by the t value of 6.111 with a significance level of 0.000> α = 0.05, so Ho is rejected and Ha is accepted, and Service Quality has a positive and significant effect on Purchasing Decisions at Lazatto Chicken Rajawali Bekasi, this is evidenced by the t value of 6.799 with a significance level of 0.000> α = 0.05, so Ho is rejected and Ha is accepted. From the research results, the value of the Coefficient of Determination (KD) = 0.573 means that Brand Image and Service Quality on Purchasing Decisions together have an influence of 57.3%, while the remaining 42.7% is influenced by other factors.

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