<![CDATA[Purpose – The purpose of this study is to analyze the role of brand image and price as determinants of purchasing decisions at McDonald’s Watugong branch in Malang City. Design/methodology/approach – This study employs a quantitative explanatory research design. The sample consists of 120 respondents selected using purposive sampling from consumers of McDonald’s Watugong branch. Primary data were collected through questionnaires and analyzed using multiple linear regression analysis. Findings – The results show that both brand image (t = 5.825; sig. = 0.000) and price (t = 3.488; sig. = 0.001) have a positive and significant effect on purchasing decisions. The coefficient of determination indicates that these variables explain 68.9% of the variation in purchasing decisions, while the remaining is influenced by other factors. Brand image is found to be the most dominant variable influencing purchasing decisions. Originality/value – This study contributes to consumer behavior literature by providing empirical evidence on the influence of brand image and price on purchasing decisions in the fast-food industry in Indonesia.]]>
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