PENGARUH CITRA MERK DAN MOTIVASI PEMBELIAN TERHADAP KEPUTUSAN PEMBELIAN PADA RESTORAN MAKANAN CEPAT SAJI / FAST FOOD RESTAURANTS (Studi kasus dalam berbelanja makanan cepat saji / fast food: Mc Donald, KFC, A&W, Pizza Hut, Burger King, Hitz)
Keywords:Brand Image, Purchase Motivation, Purchase Decision, Fast Food Restaurant
In the current era of globalization and the economic conditions in which the Indonesian economy is quite good with the rate of GDP continuing to increase, the pattern of life is also changing, everything is fast-paced, including the pattern of buying food for everyday life. The trend of eating out is also increasing, one of which is fast food. Bisnis.com even mentions that the growth of this industry averages 10-15% per year (quoted from the Deputy Chairperson of the Indonesian Hotel and Restaurant Association, Sudrajat). Increasing industrial growth causes companies to be required to face intense competition. Each of these sectors must show the added value that exists in their respective companies both in terms of brand image, quality and service to make customers satisfied. Quality products, value and satisfaction for customers and of course competitive prices will be one of the main factors to win the competition in the market. Customer purchasing decisions are related to the psychological aspects of product ownership where this is driven by customer functional satisfaction with the function of the product and emotional needs (Consoli, 2009). These psychological aspects include perceptions, motivations, and attitudes that affect consumer responses to marketing stimuli. Other studies also mention that respondents agree that psychological factors can influence consumers in shopping (Yolanda & Herwinda, 2017). Based on the description above, brand image and purchase motivation are considered to influence the decision to buy products, especially in fast food restaurants. Referring to the description, the author tries to do research on "The influence of brand image and purchase motivation, on purchasing decisions at fast food restaurants / fast food restaurants". Based on the title above, the authors identify the following problems: How does the influence of brand image on the decision to buy by customers at fast food restaurants? How is the influence of purchase motivation on the customer's decision to buy at a fast food restaurant? How do purchasing decisions affect millennial generation customer satisfaction in the marketplace? The results showed that: Partially there is an influence of Brand Image on Purchase Decisions, Partially there is an influence of Purchase Motivation on Purchase Decisions, and Simultaneously there is an influence of Brand Image and Purchase Motivation on Purchase Decisions.
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