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Pengaruh Kualitas Layanan Terhadap Keputusan Membeli Kentucky Fried Chicken (KFC) Cabang Palu

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  • ramadani, Sinta

Abstract

antangan bisnis saat ini menjadi sangat kompleks sehingga perusahaan harus memiliki kreatifitas dalam penciptaan produknya guna menarik perhatian konsumen. Di satu sisi, era globalisasi memperluas pasar produk dari perusahaan di Indonesia, dan di sisi lain keadaan tersebut memunculkan persaingan yang semakin ketat baik antara perusahaan domestik maupun dengan perusahaan asing. Persaingan dalam dunia usaha akan mendorong perusahaan-perusahaan untuk berlomba agar bisa menjadi pemimpin pasar (market leader). Setiap perusahaan dituntut untuk mampu menciptakan strategi-strategi bisnis yang baru agar bisa mempengaruhi pasar dan merebut pangsa pasar yang luas. Peranan perilaku konsumen diperlukan untuk mencapai tuntutan dan kebutuhan pasar sasaran sebagai usaha persuasif dari perusahaan untuk merangsang dan mempengaruhi proses pengambilan keputusan pembelian. Karena itu pihak perusahaan perlu mengambil inisiatif untuk mempengaruhi konsumen dalam mengambil keputusan pembelian melalui informasi yang ditujukan pada konsumen sasaran sehingga produk yang ditawarkan teraktualisasi pada keputusan membeli.

Suggested Citation

  • ramadani, Sinta, 2022. "Pengaruh Kualitas Layanan Terhadap Keputusan Membeli Kentucky Fried Chicken (KFC) Cabang Palu," OSF Preprints h597n, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:h597n
    DOI: 10.31219/osf.io/h597n
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