The Influence of Price, Product Quality and Brand Image on the Purchase Decision of Otak-otak Milkfish (Case Study of Bu Muzanah Store Gresik)

Dava Praya Syafa Kurniawan (Agribusiness, Faculty of Agriculture, National Development University “Veteran” East Java)
Pawana Nur Indah (Agribusiness, Faculty of Agriculture, National Development University “Veteran” East Java)
Nisa Hafi Idhoh Fitriana (Agribusiness, Faculty of Agriculture, National Development University “Veteran” East Java)

EKONOMIS : Journal of Economics and Business
Vol 10, No 2 (2026): September

This study aims to identify the characteristics of consumers who buy milkfish otak-otak and analyze the influence of price, product quality, and brand image on purchasing decisions at 'Bu Muzanah Store'. The research sample was determined using a non-probability sampling technique with an accidental sampling method, involving 80 consumers. Data were analyzed using SEM-PLS, and hypothesis testing was conducted. The results showed that price and brand image had a significant influence on purchasing decisions, while product quality did not have a significant influence on purchasing decisions at 'Bu Muzanah Store'.