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All Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences E-JRM
Fahruddin Angga Pradana
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Religion Arts Humanities Economics, Econometrics & Finance Social Sciences

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The Influence of Brand Image and Brand Trust on Customer Satisfaction through Purchase Decisions as Intervening Variables in Fried Chicken Sabana in Malang City Fahruddin Angga Pradana; Dwiyani Sudaryanti; Nur Hidayati
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 2 (2022): Budapest International Research and Critics Institute May
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i2.5417

Abstract

This study aims analyse the impact of Brand image, and Brand Trust on Customer Satisfaction through Purchase Decisions as Intervening Variables in Fried Chicken Sabana in Malang City. This survey is a quantitative survey using an explanatory survey method using a sample of 75 respondents, and uses a non-stochastic sampling method using a snowball sampling method. The data source used in this survey uses the primary data source in the method of data collection using surveys. The analytical method used Partial Least Square (PLS) method and software SmartPLS version 3.9 to analyse the hypothesis test. The conclusions of this study are as follows: (1) Brand Image has a positive but not significant effect on purchasing decisions at Sabana Fried Chicken in the city of Malang. (2) Brand Trust has a positive and significant effect on purchasing decisions at Sabana Fried Chicken in the city of Malang. (3) Brand Image has a positive and significant effect on customer satisfaction at Sabana Fried Chicken in the city of Malang. (4) Brand Trust has a positive and significant effect on customer satisfaction at Sabana Fried Chicken in the city of Malang. (5) Purchase decisions have a positive and significant impact on customer satisfaction at Sabana Fried Chicken in the city of Malang. (6) Brand Image has a positive but not significant effect on customer satisfaction through purchasing decisions as an intervening variable at Sabana Fried Chicken in the city of Malang. And (7) Brand Trust has a positive and significant effect on customer satisfaction through purchasing decisions as an intervening variable at Sabana Fried Chicken in the city of Malang.
Pengaruh Strategi, Segmenting, Targeting, Dan Positioning Terhadap Keputusan Pembelian (Studi Kasus Pada Konsumen Ayam Goreng Nelongso Di Kota Malang) Fahruddin Angga Pradana; M Hufron; Mohammad Rizal
E-JRM : Elektronik Jurnal Riset Manajemen eJrm Vol. 09 No. 07 Agustus 2020
Publisher : UNIVERSITAS ISLAM MALANG

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (942.879 KB)

Abstract

ABSTRACTThis research aims to analyze how the influence of segmenting, targeting and positioning strategies on purchasing decisions in the Ayam goreng Nelongso in Malang city simultaneously and partially. This research is a quantitative study using Explanatory Research techniques with a sample of 90 respondents and use non probability sampling technique with a purposive sampling method. The data source used in this study uses primary data sources with the method of data collection using a questionnaire. The analysis technique used multiple linear regression analysis and using SPSS Software for windows to analyze hypothesis testing. The conclusions of this study are (1) Segmenting, Targeting, and Positioning simultaneously have a significant effect on Purchasing Decisions. (2) Segmenting, partially, does not significantly influence Purchasing Decisions. (3) Targeting and Positioning partially have significant influence on Purchasing Decisions. Keywords: Segmenting, Targeting, positioning, Purchasing decisions.
Co-Authors Dwiyani Sudaryanti M Hufron Mohammad Rizal NUR HIDAYATI