The Influence of Brand Image, Product Quality, and Price Perception on The Purchase Decision of So Nice Sausage in Surabaya
DOI:
https://doi.org/10.35870/ijmsit.v6i2.8451Keywords:
Brand Image, Product Quality, Price Perception, Purchase Decision, PLS-SEMAbstract
This research evaluates how brand reputation, product caliber, and pricing perceptions affect consumer purchasing choices regarding So Nice Sausages in Surabaya. Utilizing a quantitative framework, the dependent variable (buying decision) was tested against three independent variables. The investigation involved 112 local consumers selected via a purposive, non-probability sampling strategy involving questionnaire distribution. Analytical processing was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS software. Findings reveal that: 1) Brand image has a positive and significant effect on the purchase decision for So Nice Sausage in Surabaya (β = 0.266, p = 0.001); 2) Product quality has a positive and significant effect on the purchase decision for So Nice Sausage in Surabaya (β = 0.254, p = 0.000); 3) Price perception has a positive and significant effect on the purchase decision for So Nice Sausage in Surabaya (β = 0.462, p = 0.000). The tested variables collectively explain 60.1% of the variance in the purchase decision.
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