Pengaruh Citra Merek dan Pengalaman Pelanggan terhadap Keputusan Pembelian (Studi Pada Konsumen Rockt Chicken Bandar Kediri)

Saputri, Mevika Happy (2026) Pengaruh Citra Merek dan Pengalaman Pelanggan terhadap Keputusan Pembelian (Studi Pada Konsumen Rockt Chicken Bandar Kediri). Skripsi thesis, Universitas Kadiri.

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Abstract

This study aims to determine the influence of brand image and customer experience on the purchasing decisions of Rocket Chicken consumers in Bandar Kediri. The study used a quantitative approach with a purposive sampling technique involving 100 respondents. Data were collected through questionnaires using a Likert scale of 1–5 and analyzed using SPSS through validity, reliability, classical assumption, multiple linear regression, t-test, F-test, and coefficient of determination tests. The results showed that brand image had a significant effect on purchasing decisions with a t-value of 8.545 and a significance value of 0.000. Customer experience also had a significant effect on purchasing decisions with a t-value of 3.235 and a significance value of 0.002. Simultaneously, brand image and customer experience significantly influenced purchasing decisions with an F-value of 101.148 and a significance value of 0.000. The findings indicate that companies need to maintain brand image, improve service quality, and create positive customer experiences to increase consumer purchasing decisions and strengthen competitiveness in the increasingly competitive fast-food business industry. This study is expected to serve as a reference for companies in improving marketing strategies and service quality for consumers. Keywords: brand image, customer experience, purchasing decisions

Item Type: Thesis (Skripsi)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi & Bisnis > Prodi Manajemen S1
Depositing User: Unnamed user with email rio.mahardiko@gmail.com
Date Deposited: 22 Sep 2026 07:39
Last Modified: 22 Sep 2026 07:39
URI: http://repository.unik-kediri.ac.id/id/eprint/1239

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