Utilizing Artificial Intelligence (AI) to determine the extent of the influence of brand identity on purchasing decisions towards KFC product in DIY (Daerah Istimewa Yogyakarta) Rizqa Putri Aldina (a) , Ifada Rahmayanti (*b)
(a)Universitas Ahmad Dahlan .
(b) Universitas Ahmad Dahlan.Program study Food Culinary Service Business
Alamat : Jl. Pramuka No.42, Pandeyan, Kec. Umbulharjo, Kota Yogyakarta, Daerah Istimewa Yogyakarta 55161
E-mail : ifada.rahmayanti[at]mm.uad.ac.id
Abstract
The purpose of this research is to determine the extent to which the use of artificial intelligence in purchasing decisions for KFC products in DIY when influenced by brand identity. This study uses quantitative survey methods by collecting data by distributing questionnaires in the form of GForm which are distributed via the WhatsApp application. Sampling is done by non-probability sampling, with purposive sampling research. Meanwhile,analysing trends using IBM SPSS Modeller, as part of artificial intelligence. AI is used as an aid in analyzing the relationship between brand identity and purchasing decisions for these products.
The findings of this study are the confirmation of the assumption that brand identity has a significant effect on purchasing decisions. Thus confirming previous theories and research conducted by experts on brand identity and purchasing decisions. The practical implications of these research findings are expected to bring enlightenment not only theoretically but also practically for KFC business actors in DIY, that the role of artificial intelligence is very important so that it can be considered as a parameter in helping to uncover various assumptions about the influence of brand identity on purchasing decisions.
