The Influence of Food Quality and Brand Image Toward Purchasing Decisions
(A Study on Suka Ramai Restaurant in Kupang)
- 10.2991/978-2-494069-83-1_57How to use a DOI?
- food quality; brand image; purchasing decisions
One of the efforts that can be done by every business actor is to create a consumer-oriented marketing strategy. Suka Ramai restaurant has many competitors who also offer seafood menus, but in the midst of competition, Suka Ramai restaurant must be able to compete by maintaining good food quality so as to make visitors interested in the menu offered. Product quality (food) is closely related to consumer purchasing decisions. With a good perception of quality will create a good brand image for a product that will lead to consumer purchasing decisions. Brand image is one of the considerations of consumers in making a purchasing decision of a product or service. If the brand image is embedded in the minds of consumers, it will help consumers reduce confusion in choosing a product. Therefore, the purpose of this study is to find out partially and simultaneously the effect of food quality and brand image on purchasing decisions at Suka Ramai Kupang restaurants. Research findings indicate that food quality and brand image partially and simultaneously have a significant effect on consumer purchasing decisions at Suka Ramai Kupang Restaurant.
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Cite this article
TY - CONF AU - K. Margaretha Sartien AU - Yefta Sanam AU - Yoga Saputra Soeradi PY - 2022 DA - 2022/12/30 TI - The Influence of Food Quality and Brand Image Toward Purchasing Decisions BT - Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022) PB - Atlantis Press SP - 315 EP - 320 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-494069-83-1_57 DO - 10.2991/978-2-494069-83-1_57 ID - Sartien2022 ER -