Dharma Kusuma, Pradhitya and , Kussudyarsana, S.E., M.Si., Ph.D. (2023) Pengaruh Sosial Media Marketing, Brand Image dan Perceived Quality Terhadap Repurchase Decision Fast Food di KFC Solo Raya. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This research was conducted to determine the effect of social media marketing, brand image and perceived quality on fast food repurchase decisions at KFC Soloraya. This type of research is quantitative research. The data used in this study is primary data where the data is obtained from the answers of respondents through the questionnaire that has been given. In this study, a sample of 100 respondents was used which was then processed with the Smart PLS 3.0 computer program.The analysis test in this study used the partial least squares test. The data analysis technique used in this study is the outer model analysis and the inner model analysis. The results of this study indicate that social media marketing has a significant effect on repurchase decisions, brand image has a significant effect on repurchase decisions. Meanwhile, perceived quality has no effect on repurchase decisions
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Social Media Markeitng, Brand Image, Perceived Quality, Repurchase Decision. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | PRADHITYA DHARMA KUSUMA |
| Date Deposited: | 17 Feb 2023 01:53 |
| Last Modified: | 17 Feb 2023 01:53 |
| URI: | http://eprints.ums.ac.id/id/eprint/109670 |
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