ANALYSIS OF BRAND IMAGE AND PRICE IMPACT ON BUYING BEHAVIOR AT BU IMAS BANDUNG RESTAURANT

Abstract

This study aims to examine how brand perception and price influence patrons' decisions at the Bu Imas Bandung restaurant. For three (three) months, from December 2022 to December 2022, this study was conducted. In this investigation, non-probability sampling was used. This survey has 95 respondents who had bought Mrs. Imas Bandung's items. The method used to collect data on brand image, pricing, and purchase decision variables was a questionnaire. The data analysis techniques used include partial hypothesis testing, or t tests, descriptive analyses, normality tests, validity tests, and reliability tests. The descriptive analysis's findings for elements influencing brand image, pricing, and purchasing behavior are in the "very good" range. Brand image and pricing considerably and favorably influence consumer choice at the Bu Imas Bandung restaurant, according to partial correlation research. It has a positive and significant influence on purchasing decisions made at the Bu Imas Bandung restaurant based on the concurrent study of brand image and price.