PENGARUH IDENTITAS BRAND DAN STRATEGI PENJUALAN BURGER KING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN

Abstract - The pandemic period in 2020 has had a major impact on various sectors. no exception to the business sector that is growing rapidly such as fast food business. This rapid development shows intensity of competition Burger King, AW, McDonald's, KFC, and so on. because this, owners must pay more attention desires consumers who are diverse, change fast, course have different satisfaction values. purpose this study was determine effect King brand identity sales strategy consumer purchasing decisions during Covid 19 pandemic. sample consisted 105 respondents answered questionnaire about marketing undertaken by King. samples been received then analyzed for their answers, starting with descriptive analysis, basic statistics, regression. After results obtained form burger king significant effect, also effect. influenced strategy.Keywords: Brand Identity, Sales Strategy, Consumer Purchasing Decisions