Atmanagara, Muhammad Sulthan As'ad (2025) Pengaruh Brand Image, Brand Trust, dan Kualitas Layanan terhadap Keputusan Pembelian Produk Pizza Hut di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Generation Z demonstrates a high frequency of fast-food consumption, particularly within the pizza category in which Pizza Hut consistently holds the first rank in the Top Brand Index. However, the decline in purchasing power and the boycott movement against brands affiliated with Israel have led to a decrease in Pizza Hut's sales and subsequently resulted in employee layoffs. This study aims to examine the influence of Brand Image, Brand Trust, and Service Quality on Consumer Purchase Decisions of Pizza Hut products in Surabaya. This research employs a quantitative approach with a non-probability sampling technique, specifically convenience sampling. The sample consists of 112 respondents who have purchased and consumed Pizza Hut products in Surabaya. Primary data were collected through the distribution of questionnaires to respondents, while data analysis was carried out using the Partial Least Squares (PLS) method, including validity, reliability, and hypothesis testing. The findings reveal that Brand Image, Brand Trust, and Service Quality have a positive and significant effect on Consumer Purchase Decisions. These results indicate that the three variables play an essential role in shaping consumer decisions to purchase Pizza Hut products in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Muhammad Sulthan As'ad Atmanagara | ||||||||
| Date Deposited: | 04 Dec 2025 04:07 | ||||||||
| Last Modified: | 04 Dec 2025 04:07 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/47752 |
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