Effect of Brand Image and Perceived Price Towards Purchase Decision in Kentucky Fried Chicken (KFC)

Abstract

The research aims to examine and analyze the effect of brand image and perceived pricetowardspurchase decision at Kentucky Fried Chicken (KFC) KisamaunTangerang Branch. This study uses consumer of KFC KisamaunTangerang branch as the population and use a saturated sample as the sample determination technique in order to obtain 100 respondents as the sample. The analysis approach used in this research is Structural Equation Model (SEM) with the analysis tool of Smart-PLS.Result shows that brand image have a positive influence on purchase decisions and perceived price alsohave influence on purchase decisions.

Keywords: Brand Image, Perceived Price, Purchase Decision, Structural Equation Model (SEM), Partial Least Square (PLS)