The Influence of Brand Image, Product Quality, and Price Perception on The Purchase Decision of So Nice Sausage in Surabaya

Rizky Nanda Satya (Universitas Pembangunan Nasional "Veteran" Jawa Timur)
Hery Pudjoprastyono (Universitas Pembangunan Nasional “Veteran” Jawa Timur)

International Journal of Management Science and Information Technology (IJMSIT)
Vol. 6 No. 2 (2026): July - December 2026

This research evaluates how brand reputation, product caliber, and pricing perceptions affect consumer purchasing choices regarding So Nice Sausages in Surabaya. Utilizing a quantitative framework, the dependent variable (buying decision) was tested against three independent variables. The investigation involved 112 local consumers selected via a purposive, non-probability sampling strategy involving questionnaire distribution. Analytical processing was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS software. Findings reveal that: 1) Brand image has a positive and significant effect on the purchase decision for So Nice Sausage in Surabaya (β = 0.266, p = 0.001); 2) Product quality has a positive and significant effect on the purchase decision for So Nice Sausage in Surabaya (β = 0.254, p = 0.000); 3) Price perception has a positive and significant effect on the purchase decision for So Nice Sausage in Surabaya (β = 0.462, p = 0.000). The tested variables collectively explain 60.1% of the variance in the purchase decision.