Pengaruh Brand Image Dan Harga Terhadap Keputusan Pembelian Melalui Minat Beli Sebagai Variabel Mediasi

Abstract

This research report titled The Influence of Brand Image and Price on Purchase Decisions through Purchase Intention as a Mediating Variabel (Survey on McDonald’s Consumers in Surakarta). Aims to analyze the impact of brand image and price on consumers purchase McDonald’s products in Surakarta. The research untilized a quantitative descriptive method, collection data through questionnaires distributed to 40 respondents. The findings indicate that brand image does to not significantly influence purchasing decisions, whili price has a positive and signicant effect on purchase intention. Furthermore, purchase intention positively and significantly affects purchasing decisions. This research contributes to the understanding of consumer behavior in the fast-food industry, particulary in the context of McDonald’s.