<![CDATA[This study aims to analyze the influence of product quality, food safety perception, and brand love on willingness to pay and purchase decisions. A quantitative approach was adopted in this study, using survey results from loyal HokBen customers as respondents. A total of 250 respondents were collected through incidental sampling, involving buyers who happened to meet the researchers. The questionnaire was distributed using Google Forms in December 2025 at various Hokben outlets in Jakarta, Tangerang, Bogor, Depok, and Bekasi. Their level of brand love significantly influences consumers’ willingness to pay. Perception of food safety is also identified as playing a fairly crucial role in determining consumers’ willingness to pay for the food products they intend to purchase. In addition, product quality significantly impacts willingness to pay. The results of this study conclude that a combination of functional and emotional factors is essential for increasing willingness to pay and consumer purchase decisions. These findings provide practical implications for culinary business practitioners to continuously improve product quality, strengthen perceptions of food safety, and build strong emotional relationships with consumers.]]>
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