PENGARUH BRAND IMAGE, PRODUCT QUALITY, PRICE DAN PROMOTION TERHADAP PURCHASE INTENTION PADA BURGER KING

  • Krido eko cahyono Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya

Abstract

This research aimed to find out the effect of brand image, product quality, price, and promotion, on consumers’ purchase intention of Burger King Fast Food restaurant,Surabaya. The research was quantitative moreover, the population was consumers who had bought at Burger King restaurant, Jemursari, Surabaya. Furthermore, the data collection technique used purposive sampling. In line with, there ware 96 respondents as the  sample.  Additionally,  the  data  analysis  technique  used  SPSS  25for  windows.  In  addition,  based  on hypothesis tests, it concluded that product quality affected consumers’ purchase intention of Burger King Fast Food restaurant, Jemursari, Surabaya. Likewise, price had a significant effect on consumers’ buying decisions of Burger King Fast  Food  restaurant, Jemursari, Surabaya. Similarly, promotion had  a  significant effect on consumers’ purchase intention of Burger King Fast Food restaurant, Jemursari, Surabaya. Correspondingly, brand image had a significant effect on consumers’ purchase intention of Burger King Fast Food restaurant, Jemursari, Surabaya.

Published
2021-12-28
How to Cite
eko cahyono, K. (2021). PENGARUH BRAND IMAGE, PRODUCT QUALITY, PRICE DAN PROMOTION TERHADAP PURCHASE INTENTION PADA BURGER KING. JURNAL EKSEKUTIF, 18(2), 127-147. Retrieved from https://jurnal.ibmt.ac.id/index.php/jeksekutif/article/view/288