PENGARUH KUALITAS PRODUK, SUASANA DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DI D’COLONEL CHICKEN FARM RESTO BOGOR

Abstract

This research aims to knowing the effect of product quality, atmosphere, and brand image on D’Colonel Chicken Farm Resto Bogor. In this research, author conducted a survey by distributing questionnaires to buyers of 100 respondents. From the results obtained partially found the variable Product Quality (X1), Atmosphere (X2), Brand Image (X3) significant effect on the Purchase Decision variable (Y). Simultaneously the influence result of Product Quality, Atmosphere, and Brand Image, to the Purchase Decision by 27.46%, while the remaining 72.54% influenced by other variables such as Promotion, Location, Price, Social Media and others.