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All Journal International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET)
Rilza Yusifa Wanda
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education

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THE INFLUENCE OF TASTE, PRICE AND BRAND IMAGE ON PURCHASE DECISIONS AT THREATENED AYAM RESTAURANTS IN MEDAN Rilza Yusifa Wanda; Nurainun
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 2 No. 8 (2023): JULY
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v2i8.181

Abstract

The purpose of the study was to determine the partial and simultaneous effect of taste, price and brand image on purchasing decisions at threatened chicken restaurants in Medan. The associative method is used in this study. 114 respondents were the sample in this study. Questionnaires are used as a collection tool as a data collection tool, and the data analysis technique uses multiple linear regression. The results showed that taste proved to have a positive and significant effect on purchasing decisions. Price is proven to have a positive and significant effect on purchasing decisions. Brand image has a positive and significant effect on purchasing decisions. Simultaneously there is a positive and significant influence of taste, price and brand image on purchasing decisions with a value of Fcount 69.111> Ftable 2.68.
Co-Authors Nurainun