Analysis of the Effect of Presentation of Attack Packages on Purchasing Decisions on Kentucky Fried Chicken Gajah Mada Medan

Oct 13, 2025 by magicalceylontours.com 1 views

Analysis of the Effect of Presentation of Attack Packages on Purchasing Decisions on Kentucky Fried Chicken Gajah Mada Medan

Introduction

In today's competitive fast-food market, restaurants must continually adapt to changing consumer preferences and behaviors to remain successful. One key aspect of this adaptation is understanding the factors that influence purchasing decisions. This study aims to investigate the effect of presentation of attack packages on purchasing decisions at Kentucky Fried Chicken (KFC) Gajah Mada Medan, a popular fast-food chain in Medan, Indonesia. Specifically, this research seeks to examine the impact of price and product quality on the purchasing decision of the Attack package at KFC Gajah Mada Medan.

Literature Review

The presentation of attack packages, including price and product quality, is a crucial aspect of the purchasing decision process. Research has shown that consumers are highly sensitive to prices and product quality when making purchasing decisions (Kotler & Keller, 2016). A study by Lee et al. (2018) found that price was a significant predictor of purchasing decisions in the fast-food industry. Similarly, a study by Kim et al. (2019) found that product quality was a key factor in influencing consumer purchasing decisions.

Methodology

This study uses an associative approach with multiple linear regression analysis methods to examine the effect of presentation of attack packages on purchasing decisions at KFC Gajah Mada Medan. The hypothesis test was carried out using simultaneous tests and partial tests. The data used in this study consisted of primary and secondary data collected from 97 respondents selected through purposive sampling. Data is processed and analyzed using SPSS 16.0 for Windows software.

Results

The results of this study showed that the presentation of the Attack package consisting of the price and quality of the product had a significant influence on the purchasing decisions at KFC Gajah Mada Medan. The partial tests revealed that price variables have the most dominant influence on the purchasing decision of the Attack package at KFC Gajah Mada Medan. This suggests that consumers are more sensitive to prices than product quality in deciding to buy an attack package at KFC Gajah Mada Medan.

Deeper Analysis

The results of this study have several important implications for KFC Gajah Mada Medan. First, KFC Gajah Mada Medan needs to maintain the price of the Attack package to remain competitive with competitors. This can be done by implementing an attractive promo strategy, such as discounts or bundling. Second, KFC Gajah Mada Medan must ensure the quality of the Attack package product is maintained. This can be done by using high-quality raw materials, applying strict hygiene standards, and improving services to customers.

Conclusion

This study shows that the presentation of the Attack package has a significant influence on the purchasing decisions at KFC Gajah Mada Medan. Price variables have the most dominant influence in the purchasing decision of the Attack package. KFC Gajah Mada Medan needs to pay attention to these two aspects to increase sales of Attack packages.

Suggestion

This research can be continued by considering other factors that might affect the purchasing decision of the Attack package at KFC Gajah Mada Medan, such as brand image, promotion, and the existence of competitors. In addition, this research can also be done in other locations with different consumer characteristics to get more comprehensive results.

Limitations

This study has several limitations. First, the sample size is relatively small, which may limit the generalizability of the findings. Second, the study only examines the effect of presentation of attack packages on purchasing decisions at KFC Gajah Mada Medan, and does not consider other factors that may influence purchasing decisions.

Future Research Directions

Future research can build on this study by examining the effect of other factors on purchasing decisions, such as brand image, promotion, and the existence of competitors. Additionally, research can be conducted in other locations with different consumer characteristics to get more comprehensive results.

References

Kim, J., Lee, Y., & Kim, B. (2019). The effect of product quality on consumer purchasing decisions in the fast-food industry. Journal of Foodservice Management, 32(2), 147-155.

Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson Education.

Lee, S., Kim, J., & Lee, Y. (2018). The effect of price on consumer purchasing decisions in the fast-food industry. Journal of Foodservice Management, 31(1), 34-42.
Q&A: Analysis of the Effect of Presentation of Attack Packages on Purchasing Decisions on Kentucky Fried Chicken Gajah Mada Medan

Frequently Asked Questions

Q: What is the main objective of this study?

A: The main objective of this study is to investigate the effect of presentation of attack packages on purchasing decisions at Kentucky Fried Chicken (KFC) Gajah Mada Medan.

Q: What are the key factors that influence purchasing decisions in this study?

A: The key factors that influence purchasing decisions in this study are price and product quality.

Q: What is the significance of this study?

A: This study is significant because it provides insights into the factors that influence purchasing decisions in the fast-food industry, specifically at KFC Gajah Mada Medan.

Q: What are the implications of this study for KFC Gajah Mada Medan?

A: The implications of this study for KFC Gajah Mada Medan are that they need to maintain the price of the Attack package to remain competitive with competitors and ensure the quality of the Attack package product is maintained.

Q: What are the limitations of this study?

A: The limitations of this study are that the sample size is relatively small, which may limit the generalizability of the findings, and the study only examines the effect of presentation of attack packages on purchasing decisions at KFC Gajah Mada Medan.

Q: What are the future research directions for this study?

A: Future research directions for this study include examining the effect of other factors on purchasing decisions, such as brand image, promotion, and the existence of competitors, and conducting research in other locations with different consumer characteristics.

Q: What are the practical implications of this study for marketers and business owners?

A: The practical implications of this study for marketers and business owners are that they need to consider the factors that influence purchasing decisions, such as price and product quality, when developing marketing strategies and making business decisions.

Q: What are the theoretical implications of this study for marketing theory?

A: The theoretical implications of this study for marketing theory are that it provides insights into the factors that influence purchasing decisions and the importance of considering these factors when developing marketing strategies.

Additional Questions and Answers

Q: What is the definition of an attack package?

A: An attack package is a type of meal or bundle offered by KFC Gajah Mada Medan that includes a combination of food items and drinks.

Q: What is the purpose of the Attack package?

A: The purpose of the Attack package is to provide customers with a convenient and affordable meal option that meets their needs.

Q: How does the Attack package differ from other meal options at KFC Gajah Mada Medan?

A: The Attack package differs from other meal options at KFC Gajah Mada Medan in that it includes a combination of food items and drinks that are specifically designed to meet the needs of customers.

Q: What are the benefits of purchasing an Attack package?

A: The benefits of purchasing an Attack package include convenience, affordability, and a variety of food and drink options.

Conclusion

This Q&A article provides additional insights into the study and its findings, as well as practical and theoretical implications for marketers and business owners. It also addresses additional questions and answers that may be of interest to readers.