Abstract:
The objective of this research is to find out if there is significant influence of attitudinal and behavioral loyalty to customer purchase intention of KFC Kisamaun, Tangerang. This research is primarily focus on Chicken Fast Food Restaurant which is KFC and the sample customers are taken in KFC Kisamaun, Tangerang by using 200 respondents. The data was using quantitative analysis which also consists of validity and reliability test assisting by statistical tools such as SPSS V16.0 and Microsoft Excel with multinomial logistic regression method. The interpretation of this research has shown that the variables of brand loyalty dimension which is attitudinal and behavioral brand loyalty has a significant influence towards purchase intention of KFC.
