Pengaruh Citra Merek, Kualitas Produk, Lokasi Dan Persepsi Harga Terhadap Keputusan Pembelian Produk Ayam Geprek Spesial Sambal Korek (SAKO) Pusat Kabupaten Sragen

This study aims to analyze the effect of Brand Image, Product Quality, Location, and Price Perception on Purchasing Decisions for Special Products of Ayam Geprek Special Sambal Korek (SAKO). PT. Geprek Group Indonesia is a culinary company that is more specific in culinary, with the main menu being native chicken. The population in this study were consumers who were visiting the Ayam Geprek Special Sako restaurant. The sample in this study amounted to 110 respondents who were or had already eaten at the Ayam Geprek Special Sako Restaurant in Sragen Regency. The sampling technique is a non-probability sample method. The data analysis technique uses Multiple Linear Analysis. The results of this study indicate the influence of brand image, product quality, location, and price perception on purchasing decisions