THE INFLUENCE OF BRAND IMAGE AND SERVICE QUALITY ON PURCHASING DECISIONS FOR PIZZA HUT DELIVERY SITEBA PADANG

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Published Apr 20, 2022

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Zarmita Hartiti
Rina Asmeri

Abstract

This study aims to test and analyze 1. Which indicator is the most dominant influence between brand image and service quality on purchasing decisions for Pizza Hut Delivery Siteba Padang. 2. The effect of testing and analyzing partially and simultaneously the effect of Brand Image and Service Quality on purchasing decisions for Pizza Hut Delivery Siteba Padang. The population is 31,592 people and the sample is 100 people. The data analysis method is Multiple Linear Regression Analysis and the determinant coefficient while the hypothesis testing method is the t test and F test. Research Results Brand image variable has the highest or dominant TCR value obtained on the attractiveness indicator (affinity) with a TCR value of 80.00%, The service quality variable has the highest or dominant TCR value obtained on the Guarantee indicator with a TCR value of 81.20% and the purchasing decision variable has the highest or dominant TCR value obtained on the same indicator with a TCR value of 80.00%. that Brand Image and Service Quality have a significant effect on purchasing decisions at PHD Siteba Padang partially and simultaneously

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How to Cite
Hartiti, Z., & Asmeri, R. (2022). THE INFLUENCE OF BRAND IMAGE AND SERVICE QUALITY ON PURCHASING DECISIONS FOR PIZZA HUT DELIVERY SITEBA PADANG. INTERNATIONAL CONFERENCE ON GLOBAL EDUCATION, 817-826. Retrieved from https://ejurnal.unespadang.ac.id/index.php/ICGE/article/view/165
Issue
INTERNATIONAL CONFERENCE ON GLOBAL EDUCATION IX
Section
ECONOMICS, MANAGEMENT, AND ACCOUNTING (ICGE IX)
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