Pengaruh Persepsi Kualitas dan Store Atmosphere Terhadap Keputusan Pembelian KFC Naughty by Nature di Senopati

Abstract

Abstract: KFC Naughty by Nature is a thematic restaurant created by KFC. With a concept that is inversely proportional to KFC in general. KFC Naughty by Nature serves healthy food with a luxury restaurant concept located in Senopati, South Jakarta. However, based on the pre-survey, there are reasons why people buy KFC Naughty by Nature, especially people who have tried KFC in general. the purpose of this research is to further explore consumer purchasing decisions related to KFC Naughty by Nature. In this study (N=102), respondents were given an overview and a brief description of the KFC Naughty by Nature food product. Respondents were asked to rate perceived quality and Stoire Atmosphere in increasing purchasing decisions. It is estimated that perceived quality has a positive influence on purchasing decisions. The Store Atmosphere built by KFC Naughty by Nature also has a significant positive effect on purchasing decisions. This supports the study hypothesis with a significant value of perceived quality (p<.000) in terms of product attributes and store atmosphere with a significance value (p<.007) that KFC Naughty by Nature is able to build a good restaurant atmosphere. These results support the purchase decision of KFC Naughty by Nature in the future.