Proceedings of the 2nd International Conference of Multidisciplinary Studies, ICMS 2023, 12 July 2023, Semarang, Indonesia

Research Article

The Influence of Product Quality, Brand Image, Price Perception on the Purchase Decision Process of Food and Beverages

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  • @INPROCEEDINGS{10.4108/eai.12-7-2023.2340952,
        author={Neny Khusnul Khotimah and Euis  Soliha},
        title={The Influence of Product Quality, Brand Image, Price Perception on the Purchase Decision Process of Food and Beverages},
        proceedings={Proceedings of the 2nd International Conference of Multidisciplinary Studies, ICMS 2023, 12 July 2023, Semarang, Indonesia},
        publisher={EAI},
        proceedings_a={ICMS},
        year={2023},
        month={12},
        keywords={product quality brand image price perception and purchase decision process},
        doi={10.4108/eai.12-7-2023.2340952}
    }
    
  • Neny Khusnul Khotimah
    Euis Soliha
    Year: 2023
    The Influence of Product Quality, Brand Image, Price Perception on the Purchase Decision Process of Food and Beverages
    ICMS
    EAI
    DOI: 10.4108/eai.12-7-2023.2340952
Neny Khusnul Khotimah1,*, Euis Soliha1
  • 1: Economics and Business Faculty, Universitas Stikubank, Semarang, Indonesia
*Contact email: nenykhusnul@gmail.com

Abstract

This study examines the influence of product quality, brand image, and price perception on the food and beverage purchasing decision process. The sampling technique used purposive sampling with the following criteria: consumers at least 17 years old, consumers or customers who have consumed Swallow's nest food and drink. The data collection technique used a questionnaire that has been tested for validity and reliability. Data analysis tecnique that used in this study is multiple linear regression, the purpose of which is to study the variables of product quality, product image and price perception in the purchase decision process. As the result, product quality, product image and price perception had a positive and significant effect on the purchase decision process. The study has theoretical and practical implications.