The Influence of Brand Image on Purchasing Decisions Through Word of Mouth on Hisana Fried Chicken Consumers

Adrianto Trimarjono, M. Jalaludin

Hisana Fried Chicken is a culinary company that has been capable to grow rapidly middle the economics crisis following the Covid 19 pandemic . Its development has reached more than 1000 outlets spreads throughout the archipelago . This development made it widely known in society , thus underlying the research in the form of a thesis which aims to determine the influence of brands image on purchasing decisions through word of mouth . The research approaches used was quantitative , the population was consumers of Hisana Fried Chicken in Bendil hamlet , Kepatihan village , Gresik district . The sample was determined by using a non- probability sampling method with a purposive sampling technique with the criteria of being more than 17 years old and having made a purchase at least once. A minimum sample of 30 respondents is a sample obtained through distributing questionnaires as data collection . The results of distributing the questionnaire collected 50 pieces of data that met the complete requirements so that it could be processed statistics . The data analysis technique uses path analysis with 2 regression testing structures . Structure I with 2 equations using simple linear regression analysis . Structure II with 1 equation for multiple linear regression analysis . To test the moderating variables using the Sobel test . The results of research on hypothesis testing (t), based on regression analysis of brands image , it is concluded that the brand has a significance influence on purchasing decisions with a significance value of 0,000, brand image also has a significance influence on word of mouth with a significance value of 0,000 and word of mouth influences purchasing decisions with a value of significance 0.000. The results of the Sobel test prove that there is a significant influence of brands image on purchasing decisions through word of mouth among Hisana Fried Chicken consumers . in Bendil hamlet , Kepatihan village , Gresik district.

2024/06/15

brands image, word of mouth, purchasing decisions

763

768

3047-857X

Proceedings of the International Symposium on Management (INSYMA)

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

21