Customer Purchase Decision Factors: Examining the Impact of Boycott and Eco Branding on Pizza Hut Medan

Abstract

Pizza Hut is a multinational pizza restaurant chain originating from America and an international franchise founded in 1958 in Kansas. The products sold in this store consist of salads, pasta, drinks whose main menu is Pizza. The purpose of this study is to determine the effect of Boycott and Eco Branding on Purchasing Decisions at Pizza Hut Medan. This type of research uses quantitative research, the data source in this study is primary, the population in this study is Pizza Hut customers whose number cannot be known and the sample in this study is 100 samples obtained using the Hair et al formula which is used to calculate samples in circumstances where the population number is unknown. The data collection technique is through a questionnaire using a Likert scale measurement. The results of the study partially show that boycotts do not affect purchasing decisions but eco branding does affect purchasing decisions at Pizza Hut Medan. Simultaneously, both boycott and eco branding variables affect purchasing decisions at Pizza Hut Medan.