Nadila, Cici (2026) Pengaruh Citra Merek dan Perceived Value Terhadap Keputusan Pembelian Konsumen KFC (Kentucky Fried Chicken) Di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of Brand Image and Perceived Value on KFC Purchase Decisions in Surabaya. The research method used is a quantitative approach with a non-probability sampling technique via purposive sampling. The research sample consisted of 100 respondents who were KFC consumers in Surabaya. Data were collected through a questionnaire using a Likert scale and were then analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that Brand Image has a positive effect on KFC purchase decisions in Surabaya, with a path coefficient of 0.479 and a p-value of 0.000. Perceived Value also has a positive effect on purchase decisions, with a path coefficient of 0.400 and a p-value of 0.000. These results indicate that Brand Image has a greater influence on Purchase Decisions than Perceived Value. Furthermore, the research model explains 59.1% of the variation in Purchase Decisions, while the remainder is influenced by other variables outside the scope of this study. Keywords: Brand Image; Perceived Value; Purchase Decisions
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | cici nadila | ||||||||
| Date Deposited: | 02 Sep 2026 04:41 | ||||||||
| Last Modified: | 02 Sep 2026 04:41 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/59667 |
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