PENGARUH PERCEIVED PRODUCT INNOVATIVENESS DAN TERPAAN SALES PROMOTION TERHADAP MINAT BELI PRODUK KFC

Abstract

One of the largest fast-food chains in Indonesia, Kentucky Fried Chicken (KFC), has reportedly experienced a decline in revenue and annual losses. Therefore, this study aims to analyze the partial influence of perceived product innovativeness and sales promotion exposure on consumer purchase intention toward KFC products. The theoretical frameworks utilized in this research are the Optimum Stimulation Level (OSL) Theory and the Hierarchy of Effects model. Primary data were collected via questionnaires distributed to 100 respondents who were familiar with the KFC brand and products and had been exposed to KFC's sales promotion messages, selected using a purposive sampling technique. The hypotheses were tested using simple linear regression analysis. The results indicate that perceived product innovativeness and sales promotion exposure each have a positive and significant influence on the purchase intention for KFC products. However, the perceived product innovativeness variable was found to have a greater impact compared to the promotional exposure variable.