PENGARUH FOOD QUALITY, BRAND IMAGE, DAN PRICE PERCEPTION TERHADAP KEPUTUSAN PEMBELIAN JAVA FRIED CHICKEN PONOROGO

The increase in the culinary business today makes business actors increasingly innovate to create local brands in order to compete with other brands. Java Fried Chicken is one of the most popular fried chicken brands and is in demand by many Ponorogo people. This study aims to determine the influence of food quality, brand image, and price perception on the purchase decision of Java Fried Chicken Ponorogo considering the increase in purchases caused by eating out habits. Using primary data collected through the distribution of questionnaires, this study uses a quantitative approach. The population in this study cannot be known for sure because the number of respondents is relatively large and there is no exact data. The sampling method used an accidental sampling technique of 100 respondents. Data collection uses a questionnaire and is analyzed using SmartPLS 4.0. From the results of this study, it is known that food quality and brand image have a significant influence on the purchase decision of Java Fried Chicken Ponoorogo, while price perception does not have a significant influence on the purchase decision of Java Fried Chicken Ponorogo.