Wangsadijaya, Karina
(2018)
Analysis of the effect of product adaptation, brand image, and service quality on customer buying decision of Burger King.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
In this globalization era, business competition is very competitive. It does not only apply global business, but also in Indonesia. Especially in food and beverage sectors. Fast food restaurants are competing to create attractive products. Burger King as one of a global brand in Indonesia, tried to adapt with Indonesian culture and taste by adding rice, which considered a necessity and also adding some Indonesian spices into their products, thus, the image of Burger King known as a global brand that is able to overcome with the culture barriers. The purpose of this research is to find out the effect of product adaptation, brand image and service quality toward the customer buying decision. Quantitative methods was applied in this research. Hence, questionnaire were used as the data. The population of this research are Universitas Pelita Harapan Business student batch 2015, and the respondent used in this research was 220 respondent. Sampling technique used in this research is convenient sampling. Two-way ANNOVA were used to indicate the effects of the three independent variables (product adaptation, brand image and service quality) on the dependent variable (customer buying decision). The result of the research shows that all of independent variables (product adaptation, brand image and service quality) have positively and significantly affect customer buying decision of Burger King as dependent variable. It means that according to the customer, the three independent variables are considered important to decide purchasing in Burger King.
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