THE INFLUENCE OF PRICE, PRODUCT QUALITY, AND BRAND IMAGE ON INDOMIE'S PURCHASE DECISION IN TASIKMALAYA

Abstract

Background: In Indonesia, the number of instant noodle brands on the market makes consumers have a variety of choices and is a challenge for business actors to encourage their product purchase decisions.
Purpose: The purpose of this study is to test how the purchase decision of Indomie instant noodles is influenced by three independent variables, namely price, product quality, and brand image.
Design/methodology/approach: The research conducted in Tasikmalaya focuses on the people of Tasikmalaya. Data collection was carried out by a questionnaire dissemination strategy combined with purposive sampling techniques. This survey was given to 100 respondents who bought Indomie at least three times every month. The data obtained from the questionnaire distribution will be processed using the analytical capabilities contained in the SPSS software. The validity and reliability of each question item is indicated by the results. The regression model meets the assumptions of multicollinearity, autocorrelation test, and normality.
Findings/Result: Findings show that price, product quality, and brand image influence consumer decisions.
Conclusion: Price, product quality, and brand image help Indomie maintain its dominance in the instant food market by meeting consumers' expectations for quality, price, and good brand image.
Originality/value (State of the art): The novelty of this study lies in testing the purchase decision of Indomie instant noodles in market conditions that already have a high level of brand recognition, so that price, product quality, and brand image are no longer the main determinants of purchase decisions in the study respondents.