<![CDATA[AbstrakMayoritas masyarakat perkotaan semakin selektif dalam menentukan tempat makan, termasuk dalam menilai kualitas produk, harga, dan citra merek. Kedai Ikan Bakar Go Ramey Banyumanik Kota Semarang merupakan pelaku usaha kuliner yang menghadapi tantangan fluktuasi jumlah pengunjung. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, harga, dan citra merek terhadap keputusan pembelian.Penelitian ini menggunakan pendekatan kuantitatif asosiatif dengan metode survei. Sampel berjumlah 98 responden yang ditentukan dengan teknik purposive sampling. Analisis data dilakukan menggunakan metode PLS-SEM melalui aplikasi SmartPLS, yang mencakup uji outer model, inner model, dan pengujian hipotesis.Hasil penelitian menunjukkan bahwa: (1) kualitas produk tidak berpengaruh signifikan terhadap keputusan pembelian (original sample = 0,105; t-statistik = 0,742; p-value = 0,458 > 0,05), sehingga H01 diterima; (2) harga tidak berpengaruh signifikan terhadap keputusan pembelian (original sample = 0,010; t-statistik = 0,072; p-value = 0,943 > 0,05), sehingga H02 diterima; dan (3) citra merek berpengaruh positif dan signifikan terhadap keputusan pembelian (original sample = 0,533; t-statistik = 6,215; p-value = 0,000 < 0,05), sehingga Ha3 diterima.Kata kunci: Kualitas Produk, Harga, Citra Merek, Keputusan PembelianAbstractThe majority of urban communities are increasingly selective in determining where to eat, including in assessing product quality, price, and brand image. Go Ramey Grilled Fish Shop in Banyumanik, Semarang City, is a culinary business that faces the challenge of fluctuating visitor numbers. This study aims to determine the effect of product quality, price, and brand image on purchasing decisions.This study uses an associative quantitative approach with a survey method. The sample consisted of 98 respondents who were selected using a purposive sampling technique. Data analysis was carried out using the PLS-SEM method through the SmartPLS application, including outer model, inner model, and hypothesis testing.The results of the study showed that: (1) product quality does not have a significant effect on purchasing decisions (original sample = 0.105; t-statistic = 0.742; p-value = 0.458 > 0.05), so H01 is accepted; (2) price does not have a significant effect on purchasing decisions (original sample = 0.010; t-statistic = 0.072; p-value = 0.943 > 0.05), so H02 is accepted; and (3) brand image has a positive and significant effect on purchasing decisions (original sample = 0.533; t-statistic = 6.215; p-value = 0.000 < 0.05), so Ha3 is accepted.Keywords: Product Quality, Price, Brand Image, Purchasing Decisions]]>
