Utilised Artificial Intelligence (AI) to Determine the Extent of the Influence of Brand Identity on Purchasing Decisions Towards KFC Products in Daerah Istimewa Yogyakarta (DIY)

The purpose of this research is to use artificial intelligence to determine the influence of brand identity on purchasing decisions for KFC products in Daerah Istimewa Yogyakarta (DIY). This study uses quantitative methods to collect data, by distributing questionnaires in the form of GForms through WhatsApp. Non-probability sampling is used for this purposive sampling research. Trends in the data are analyzed using the artificial intelligence (AI) IBM SPSS Modeller. AI is used to help analyze the relationship between brand identity and purchasing decisions for these products. The findings of this study confirm the assumption that brand identity has a significant effect on purchasing decisions, thus validating previous theories and research conducted by experts on the topic. The practical implications of these research findings are expected to benefit KFC business actors in DIY, as they also demonstrate the important role of AI in helping to uncover various assumptions about the influence of brand identity on purchasing decisions. Keywords: brand identity, artificial intelligence, purchasing decision, marketing strategy, self-image, personality