PENGARUH KUALITAS PELAYANAN, PROMOSI, CITRA MEREK DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI KFC CABANG ALAM SUTERA, TANGERANG SELATAN

(Periode Maret – Mei 2018)

Abstract

This research entitled Analysis of the Influence of Service Quality, promotion, brand image, and product quality toward  purchase decition At KFC branch Alam Sutera ,Tangerang Selatan .The purpose of this research is to know how the influence of the Service Quality, promotion, brand image, and product quality toward purchase decition. The sample in this research were consumen purchasing at KFC Alam Sutera, Tangerang Selatan. The analysis tool used by AMOS SEM using Primary data and Secondary data.the population is unknown, the sample is using probability sampling method many 100 respondents with using lemeshow formula. The result showed that service quality, brand image, and product quality have a influence towards purchase decition, while the promotion variable have not  influence towards purchase decition.