The Influence of Social Media Promotion, Brand Image, and Halal Labels on Purchasing Decisions of KFC in Salatiga City

Abstract

The purpose of this study was to determine analysis of consumer decisions in purchasing KFC in Salatiga City. This study uses quantitative research using primary data with a population of KFC consumers in Salatiga. The sampling technique in this study used a non-probability sampling technique; purposive sampling with respondents totaling 100 respondents. The data is processed using SPSS version 22, the technical analysis of the data used is validity test, reliability test, T test, F test, and analysis of the coefficient of determination, classic assumption test, and path analysis. Statistical test results show that social media promotion and brand image have no effect on purchase intention, halal labels have a positive effect on purchase intention. Then social media promotion, brand image, halal label, and purchase intention have a positive effect on purchasing decisions. Purchase intention cannot mediate the influence of social media promotion, brand image, and halal labels on purchasing decisions.