PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA A&W

Abstract

The background of this research is the fact that most of our community is fond of fast food. The A&W
Restaurant is one of the restaurants which provide fried chicken which has an image in the mind of the
customer. The purpose of this research is to find out the influence of product quality, brand image, and
price to the purchasing decision at A&W Restaurant Town Square Surabaya branch.The population is
all customers of A&W Restaurant
Town Square Surabaya branch. The sample collection technique has
been done by using accidental sampling; it is based on the customers who purchased the food menu at
A&W when the research is conducted. The samples are 100 respondents. The data analysis technique
has been done by using multiple linear regressions.The result of the test shows that product quality
and brand image variables have positive and significant influence to the purchasing decision.
Meanwhile, price has negative and significant influence to the purchasing decision. Based on the
partial determination coefficient value, brand image variable becomes the variable which has dominant
influence to the purchasing decision.

Keywords: Product Quality, Brand Image, Price, and Purchasing Decision