PENGARUH HARGA, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN RICHEESE FACTORY

Abstract

In today’s modern era, Fast Food is an alternative way for consumers to get fast and practical food. Researchers chose Richeese Factory as the object of research because Richeese Factory is the only fast food that serves chicken with a spicy level sauce and cheese sauce. With the innovation, many consumers are interested and try to enjoy the products presented by Richeese Factory This research aimed to determine the effect of price, product quality and brand image on the buying decision of Richeese Factory, Rungkut Madya. The research was quantitatuve. While, the population was consumers who buy at Richeese Factory in Rungkut Madya, Surabaya. Moreover, the data collection technique used purposive sampling. In line with, there were 97 samples. Furthermore, the data were primary with questionnaires as the instrument. In addition, the data analysis technique used multiple linear regression with SPSS (Product and Service Solution Statistic. The research result concluded the price, product quality and brand image had positive and significant effect on buying decition of Fast Foof restaurant at Richeese Factory in Rungkut Madya, Surabaya.
Keyword: Price, Product Quality, Brand Image, Buying Decision