ANALISIS PENGARUH VARIASI MENU DAN WORD OF MOUTH TERHADAP PROSES KEPUTUSAN PEMBELIAN KONSUMEN PADA RESTORAN CEPAT SAJI KENTUCKY FRIED CHICKEN DI PALEMBANG

., Eilien (2018) ANALISIS PENGARUH VARIASI MENU DAN WORD OF MOUTH TERHADAP PROSES KEPUTUSAN PEMBELIAN KONSUMEN PADA RESTORAN CEPAT SAJI KENTUCKY FRIED CHICKEN DI PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

ABSTRACT fast food becomes one of culture, trend and even lifestyle of society. Fast food increasingly popular has an affordable price, easy and fast in the presentation. The number of fast-food restaurants to the restaurantto have a variety of diverse menus as well as efforts for the promotion of word of mouth created. Promotion by word of mouth is very important as a promotion made by the nearest person to encourage consumer buyer decisions more effectively. One of the popular fast food restaurants in Indonesia is KFC. The purpose of this research is to analyze the influence of menu variation and word of mouth to consumer purchase decision at KFC fast food restaurant in Palembang. In this study involving 100 respondents taken by using purposive sampling technique. In this study using multiple regression analysis technique. The results in this study indicate the existence of variations in menu and word of mouth have a positive and significant influence on consumer purchasing decisions. Keyword: menus variation, word of mouth and purchasing decision.

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