Pengaruh Citra Merek, Harga Dan Lokasi Terhadap Keputusan Pembelian Pada Restoran Berkah Kebuli Serang Baru

Hidayat, Bintang Kirana (2026) Pengaruh Citra Merek, Harga Dan Lokasi Terhadap Keputusan Pembelian Pada Restoran Berkah Kebuli Serang Baru. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

The purpose of this study is to determine the influence of brand image, price, and location on
purchase decisions at Berkah Kebuli Restaurant in Serang Baru. This study was conducted due to
increasingly intense competition in the culinary industry, making it necessary to understand the
factors that influence consumer purchase decisions.
The method used in this study is a quantitative method with an
associative approach. The population in this study consists of customers of Berkah Kebuli Serang Baru Restaurant.
Data collection was conducted by distributing questionnaires to respondents who had
made more than one purchase. Data analysis involved validity tests, reliability tests,
tests of classical assumptions, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination test. The results
of the study indicate that brand image does not have a significant effect on purchase
decisions. Meanwhile, price and location have positive and significant effects on purchase
decisions. Simultaneously, brand image, price, and location have a significant effect on
purchase decisions, with a calculated F-value of 22.344 and a significance level of 0.000.
In general, it can be concluded that consumer purchasing decisions at the Berkah
Kebuli Serang Baru Restaurant are more influenced by price and location than by brand image. The
coefficient of determination shows an Adjusted R-Square value of 0.393 or 39.3%, which
means that the variables of brand image, price, and locat

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