PENGARUH CITRA MEREK DAN PERSEPSI NILAI TERHADAP KEPUTUSAN PEMBELIAN (Studi pada konsumen Street Boba Malang)

This study aims to determine the effect of brand image and perceived value on purchasing decisions at Street Boba Malang. This type of research is quantitative research. The population used is all consumers of Street Boba Malang with a sample of 150 people. Data collection techniques using questionnaires, data measurement techniques using a Likert scale. The data analysis method used multiple linear regression analysis, T test, F test, and variable test simultaneously. The results of this study indicate that the variable brand image and perceived value partially have a positive and significant effect on purchasing decisions. The variable brand image and perceived value partially have a positive and significant effect on purchasing decisions at Street Boba Malang