đ
31 May 2025
DOI: 10.51903/mf78py29
PENGARUH CITRA MEREK, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PIZZA HUT
Jurnal Manajemen Sosial Ekonomi
Sekolah Tinggi Ilmu Ekonomi Studi Ekonomi Modern
đ Abstract
The reason for this study was to determine the impact of brand image, product quality, and promotion on purchasing decisions of Pizza Hut consumers. The population is Pizza Hut customers, with a sample of 150 respondents taken using non-probability sampling techniques with purposive sampling method. PLS was used as an analytical tool in this study. This study shows that brand image has a positive, but insignificant, impact on purchasing decisions of Pizza Hut consumers. On the other hand, product quality has a positive and significant impact on purchasing decisions of Pizza Hut consumers. In addition, promotion also has a positive and significant impact on purchasing decisions of Pizza Hut consumers.
đ Keywords
#brand image
#product quality
#promotion
âšī¸ Informasi Publikasi
Tanggal Publikasi
31 May 2025
Volume / Nomor / Tahun
Volume 5, Nomor 1, Tahun 2025
đ HOW TO CITE
Arifiana, Latifa; Aqmala, Diana; Cahya, Handy Nur; Damar, Haunan, "PENGARUH CITRA MEREK, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PIZZA HUT," Jurnal Manajemen Sosial Ekonomi, vol. 5, no. 1, May. 2025.
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