<![CDATA[AbstrakPenelitian ini bertujuan untuk mengetahui adanya pengaruh harga terhadap keputusan pembelian melalui brand image sebagai variabel intervening. Metode penelitian ini menggunakan pendekatan kuantitatif dengan purposive sampling. Subjek penelitian ini merupakan konsumen yang pernah melakukan keputusan pembelian Pizza Hut saat pandemi Covid-19 di Daerah Istimewa Yogyakarta. Sampel yang digunakan sebanyak 100 responden yang dianalisis menggunakan Structural Equation Model (SEM) dengan program Smart PLS 3.0.Hasil penelitian ini menemukan bahwa variabel harga dan brand image secara signifikan berpengaruh positif terhadap keputusan pembelian. Selain itu brand image juga secara signifikan berpengaruh positif memediasi hubungan harga terhadap keputusan pembelian. Penelitian ini hanya menggunakan satu variabel independen, sehingga masih terdapat beberapa variabel independen selain variabel harga yang mampu menjelaskan dan kemungkinan memiliki pengaruh terhadap keputusan pembelian.Kata kunci: Harga, Brand Image, Keputusan Pembelian. AbstractThis research aims to find out the effect of price on purchasing decisions through brand image as an intervening variable. This research method uses a quantitative approach with purposive sampling. The subject of this study was a consumer who had made a decision to buy Pizza Hut during the Covid-19 pandemic in the Special Region of Yogyakarta. The sample used as many as 100 respondents were analyzed using structural equation model (SEM) with smart pls 3.0 program. The results of this study found that price variables and brand image significantly positively influence purchasing decisions. In addition, brand image also significantly positively mediates the price relationship to purchasing decisions. This study uses only one independent variable, so there are still several independent variables other than price variables that are able to explain and likely have an influence on purchasing decisions.Keywords: Price, Brand Image, Purchase Decision.]]>
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