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All Journal Business Management Journal Program Studi Manajemen
Silitonga, Parlagutan
Universitas Asa Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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The Effect of Location, Product Quality, and Perceived Price in Increasing Purchase Decision through Brand Image as the Mediator Hastuti, Tri; Silitonga, Parlagutan
Business Management Journal Vol 21, No 1 (2025): Business Management Journal
Publisher : Universitas Bunda Mulia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30813/bmj.v21i1.8134

Abstract

The purpose of this research is to assess the impact of location, product quality, and price perception on purchasing decisions with brand image as a mediating variable at Tom Sushi. The population that the focus of this study is the visitors Tom Sushi selected as a source of relevant data. The study took a total sample of 260 individuals, using an accidental sampling approach as a selection methodology. Analytical approach utilizing PLS-SEM through SmartPLS 3.0 program. The findings show that location positively influences purchasing decisions and brand image. In addition, product quality also has a positive impact on purchasing decisions and brand image. On the other hand, price perception also has a positive influence on purchasing decisions and brand image. Although brand image does not have a positive and significant impact on purchasing decisions, it is recommended that brand image be used as a variable antecedent to purchasing decisions in subsequent studies.
Co-Authors Hastuti, Tri