The Role of Price, Taste, and Brand Image in Purchasing Decisions: Peran Harga, Cita Rasa, dan Brand Image terhadap Keputusan Pembelian

This study aims to determine the effect of price, taste, and brand image on purchasing decisions for Mie Sedaap Ayam Bakar Limau located in Sidokerto Village, Buduran District, Kab. Sidoarjo, East Java 61252. Methods of data collection using questionnaires, observation, and literature study. The analysis technique uses quantitative, the sampling technique uses simple random sampling using statistical analysis to test data quality (validity test and reliability test), classic assumption test (normality test, multicollinearity test, heteroscedasticity test, linearity test, autocorrelation test) multiple linear regression analysis, hypothesis testing (t test and f test) and the coefficient of multiple determination. The conclusion from this study is that: the variable price, taste, and brand image have a positive and significant partial effect on purchasing decisions on Mie Sedaap Ayam Bakar Limau. Variables of price, taste, brand image have a positive and significant effect simultaneously or together on the purchasing decision