PENGARUH HARGA CITRA MEREK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN

Abstract

Currently restaurant business is increasing inthe marke. The omners of the business have to be able to
maintain its market sahre. Restaurant should create a to find out different consept to get customer and
to the customer purchasing decision. The first restaurant in Indonesia that introduced the Panties
Pizza is trustful, with calzon pizza. The purpose of this analysis is to find out the effect of price, brand
image, and word of mouth to the customer purchasing decision at Panties Pizza Sidoarjo. The analysis
technique has been done by using Multiple Regression Analysis. The sample are 100 respindents who
have been selected by using Accidental Sampling technique. The result of the test shows that price has
significant influence to the customer purchasing desicion at Panties Pizza Sidoarjo with the value ia α
= 0,000 and
 = 0.552, brand image price has significant influence to the customer purchasing
desicion at Panties Pizza Sidoarjo with the value ia α = 0.007 and  = 0.217 and word of mouth has
significant influence to the customer purchasing decision at Panties Pizza Sidoarjo with the value is α
= 0.000 and  = 0.306.

Keywords: Price, Brand Image, word of mouth and purchasing decision.