PENGARUH CITRA IMAGE (BRAND IMAGE) DAN KUALITAS TERHADAP KEPUTUSAN PEMBELIAN PADA PT. FASTFOOD INDONESIA TBK. (KFC) CABANG PEMATANGSIANTAR

This research was conducted using library research and field research. The population used is the
author of 58 respondent are resident of Karangsari Permai RT 001. Data was collected through interviews,
technical questionners, and technical documentation. The analysis teqhnique used is a simple linier regression,
and correlation coefficients of determination, hypotesis test F and hypotesis test t. The result of
study:1.Consumer agree with the brand image, quality of product has been good, and consumer agree with
decision purchasing.2.Results of regression testing is Ŷ= 2,990+ 0,134X1+ 0,467X2, means the brand image and
quality of product has positive effect on purchasing decision in PT. Fast Food Indonesia Tbk (KFC)
Pematangsiantar.3)The value correlation of r = 0,540, which means there is high and positive relationship
between brand image, quality of product and purchasing decision in PT. Fast Food Indonesia Tbk (KFC). The
level of purchasing decision can be explained by the brand image and quality of product with 54%. 4) Hypothesis
H0 is rejected, it means the brand image and quality of product has positive and significant influence on
purchasing decision in PT. Fast Food Indonesia Tbk (KFC) Pematangsiantar.
The suggestion of the research concluded that PT. Fast Food Indonesia Tbk (KFC) Pematangsiantar in
the influence purchasing decision of consumer,the need for improvement in certain dimension such, employess
have to further improve service and be more active in introducing new products KFC, provide a deeper
appreciation for the quality given to maximum, checking back hygiene products, look for information about the
consumer desires.
Keywords: Brand image, Quality of Product and Purchasing Decision