Pengaruh Cita Rasa, Brand Image, dan Word Of Mouth Terhadap Keputusan Pembelian Pada Ayam Geprek Jodher Ka Dhani Sukolilo Surabaya. (The Influence of Taste, Brand Image, and Word Of Mouth on Purchase Decisions in Jodher Ka Dhani Sukolilo Geprek Chicken).

Pratama, Arieska Ryfqy Putri (2024) Pengaruh Cita Rasa, Brand Image, dan Word Of Mouth Terhadap Keputusan Pembelian Pada Ayam Geprek Jodher Ka Dhani Sukolilo Surabaya. (The Influence of Taste, Brand Image, and Word Of Mouth on Purchase Decisions in Jodher Ka Dhani Sukolilo Geprek Chicken). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Currently, one of the culinary trends that is developing among teenagers is spicy food. Geprek Chicken is an example of a culinary dish that introduces the spicy concept. In today's era, many people prefer various convenient food outlets that serve spicy and interesting dishes. One of the food outlets that is currently trending among the public is Ayam Geprek Jodher Ka Dhani Surabaya. It's not just the usual fried chicken that is served, but there is squid, crispy mushrooms, chicken skin, enoki mushrooms, odeng as optional toppings. The aim of this research is to determine the influence of taste, brand image and word of mouth on purchasing decisions for Ayam Geprek Jodher Ka Dhani Sukolilo. The type of research used is quantitative research. Sampling in this research used non�probability sampling with purposive sampling technique. The number of respondents in this study was 100 respondents. The data collection technique in this research uses Google Form. Based on the results of this research, it proves that taste and word of mouth have a significant influence on purchasing decisions for Ayam Geprek Jodher Ka Dhani Sukolilo. Meanwhile, Brand Image has an influence but is not significant on purchasing decisions. Based on the results of this research, it shows that taste, brand image and word of mouth jointly influence purchasing decisions.

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