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All Journal International Journal of Management Science and Information Technology (IJMSIT)
Rizky Nanda Satya
Universitas Pembangunan Nasional "Veteran" Jawa Timur
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Brand Image, Product Quality, and Price Perception on The Purchase Decision of So Nice Sausage in Surabaya Rizky Nanda Satya; Hery Pudjoprastyono
International Journal of Management Science and Information Technology Vol. 6 No. 2 (2026): July - December 2026
Publisher : Lembaga Komunitas Informasi Teknologi Aceh (KITA), Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/ijmsit.v6i2.8451

Abstract

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.
Co-Authors Hery Pudjoprastyono