Abstract

Abstract : An intense competition in the field of fast-food restaurant requires this business to have a competitive advantage. The competitive advantage can be generated by conducting the strategy of differentiation, namely store layout and interior displays. This research aims to find out the respondents- assessments of the implemented store layout and interior displays as well as to find out whether the store layout and the interior displays influence the purchase decision of KFC Store Bandung customers or not. The method of this research is a descriptive causality method. The sample size is determined by using bernoulli method by 100 respondents. The sampling technique is non probability sampling and the sampling of this research is an incidental sampling. The techniques of data analysis and hypothesis test were conducted by using descriptive analysis, simple linear regression, and T-test. The research result is that the responses of the store layout and the interior displays which have been implemented by the KFC Bandung are quite good. The result from the hypothesis of T-test shows that the store layout and interior displays have influences against the purchase decision. Moreover, the determination coefficient test shows that each store layout and interior displays has a same influence against the store layout of 52.2%. It is suggested that KFC Bandung to increase the quality and the convenience of the store layout and interior displays so that the purchase decision will also increase.

Authors and Affiliations