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All Journal EKONOMIS : Journal of Economics and Business
Dava Praya Syafa Kurniawan
Agribusiness, Faculty of Agriculture, National Development University “Veteran” East Java
Economics, Econometrics & Finance

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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
Ekonomis: Journal of Economics and Business Vol 10, No 2 (2026): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v10i2.2146

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'.
Co-Authors Nisa Hafi Idhoh Fitriana Pawana Nur Indah