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Could Brand Image affect companies facing competitiveness?
Abdul Yusuf, Reminta Lumban Batu

Universitas Singaperbangsa Karawang


Indonesia is one of the destinations for foreign companies to open branches of fast-food restaurants so that more and more interested parties will be in line with the business expansion of each company. Consumerism and lifestyle that occur in the community make competition for fast food in Indonesia said to be quite a lot of competitors. This study examines foreign branded fast food restaurants in Purwasuka (Purwakarta, Subang, Karawang). The purpose of this study was to determine the effect of brand image in facing the competitiveness of fast food restaurants. This research is quantitative research conducted using descriptive and verification analysis. The type of data used in this study is the type of primary data and secondary data. The Data processed using outer model analysis and analysis of structural models analyzed by PLS software. The results of this study indicate that theres positive influence on brand image on competitiveness.

Keywords: Brand Image, Competitiveness,

Topic: Marketing Management


Conference: The 4th Global Conference on Business, Management and Entrepreneurship (GCBME 2019)

Plain Format | Corresponding Author (Reminta Lumban Batu)

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