The Influence of Brand Awareness, Brand Image, and Brand Trust on KFC Purchase Decisions at Suncity Mall Sidoarjo
Pengaruh Brand Awareness, Brand Image, dan Brand Trust terhadap Keputusan Pembelian KFC di Suncity Mall Sidoarjo
DOI:
https://doi.org/10.21070/ups.6960Keywords:
Brand Awareness, Brand Image, Brand Trust, Purchase DecisionsAbstract
Technological advancements and lifestyle changes have influenced daily food choices, with branded fast food gaining popularity due to its practicality, modern appeal, and status symbol. Restaurants like KFC, McDonald's, and Hoka-Hoka Bento attract consumers through quality, speed, and innovative promotions. KFC, a leading fast-food chain, has maintained its top position in the Top Brand Award for three consecutive years (2021–2023). This study uses quantitative methods, targeting KFC consumers aged 17 and above at Suncity Mall Sidoarjo. A purposive sampling method was applied, resulting in 96 respondents. Data includes primary and secondary sources, collected through questionnaires. Analysis was conducted using SPSS version 25, covering validity, reliability, classical assumptions (normality, multicollinearity, heteroscedasticity), multiple linear regression, T-test, and R² test. The findings reveal that Brand Awareness, Brand Image, and Brand Trust significantly influence KFC purchasing decisions at Suncity Mall Sidoarjo.
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