PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA TEXAS CHICKEN SURABAYA

Abstract

This research aimed to find out and analyze the effect of price, quality product and brand image on the buying decision. While, the population was consumers of Texas Chicken Surabaya. Moreover, the data collection technique used purposive sampling in which there were 100 respondens. In addition, the data analysis technique used multiple linear regression. The research result, from classical assumption test, concluded as follows; the proper test model showed the independent variable had positive and significant effect on dependent variable. It meant, price, quality product and brand image were properly used and overall, independent variable had big effect. Moreover, from test it showed price, quality product and brand image personally had positive and significant effect on the buying decision of Texas Chicken Surabaya. Texas Chicken are expected to be able to pay attention in determining prices to remain consistent, and to pay more attention to product quality to provide good quality materials, and to maintain the existenceofbrandimagesothatitcanbecomearecommendationtoconsumers. Keywords:price,quality,brandimage,decisionbuying