Detail Cantuman

Every businesses tries to attract consumers using numbers of strategies to gain profit. One that is believed to be effective in attracting consumers is by using branding strategy. The branding of a company is very crucial because consumers nowadays made purchasing decision based on their perception of the company. McDonald's is one of the example of how branding can affect consumers' decision to buy, or California Fried Chicken that is seem to have less brand power than McDonald's. This applies to all generations. But today, the millennial generation is the one who leads the marketplace. Millennial are believed to have purchase decision not only based on the branding power of a company but also based on other factors as well.

The theory used for this study is Hierarchy of Effect by Robert J Lavidge and Gary A Steiner's, which focuses on the relationship of a consumer with a brands from unaware through the degrees of awareness, liking, and bonding toward purchase and adoption or loyalty.

The objective of this research is to know to what extent the power of brand in influencing millennials' decision to buy and to know is there any influence towards millennials' decision to buy when they identify the more powerful brand between McDonald's and CFC.

This research adopted a quantitative approach and is an explanative study using survey method. The data for this study were gathered using questionnaires distributed to 132 university students in Depok. Distributed online through Google Form. The outcome of this study showed that there is a significant influence of brand power towards millennials' decision to buy for both brands McDonald's and California Fried Chicken.