The Influence of Price, Product Quality and Brand Image on the Purchase Decision of Otak-otak Milkfish (Case Study of Bu Muzanah Store Gresik)

Dava Praya Syafa Kurniawan, Pawana Nur Indah, Nisa Hafi Idhoh Fitriana

Abstract


This study aims to identify the characteristics of consumers who buy milkfish otak-otak and analyze the influence of price, product quality, and brand image on purchasing decisions at 'Bu Muzanah Store'. The research sample was determined using a non-probability sampling technique with an accidental sampling method, involving 80 consumers. Data were analyzed using SEM-PLS, and hypothesis testing was conducted. The results showed that price and brand image had a significant influence on purchasing decisions, while product quality did not have a significant influence on purchasing decisions at 'Bu Muzanah Store'.

Keywords


brand image, price; purchase decision, product quality

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DOI: http://dx.doi.org/10.33087/ekonomis.v10i2.2146

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Ekonomis: Journal of Economics and Business Published by Lembaga Penelitian dan Pengabdian kepada Masyarakat
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