The Effect of Marketing Mix and Reference Group on Chicken Nugget Preference Through Brand Image

Due to the increasingly fast-paced lifestyles and busy lives of urban citizens, demand for chicken nuggets has continued rise. This study aims analyze effect marketing mix (product, place, price, promotion) reference group on consumer preference through brand image formed in market. The respondents consisted 251 individuals who were selected voluntary sampling. These people had consumed Fiesta So Good last three months. Data collected an online questionnaire analyzed using descriptive Structural Equation Modeling. results show that place a significant image. Meanwhile, product, group, have preference. also indicate is intervening variable. Therefore, this concludes significantly affects For Good, promotion affect image, but no Furthermore, indirect effects Good's with as variable Keywords: nugget, mix, preference,