PRODUCT QUALITY, BRAND IMAGE, PRICE AND PROMOTION INFLUENCE PURCHASE INTENTION FOR CARL’S JR

Abstrak

This research aimed to determine the effect of brand image, product quality, price and promotion on consumers’ purchase intention regarding the Carl’s Jr fast-food restaurant in Surabaya. The research was quantitative in nature; the population comprised consumers who had made a purchase at the Carl’s Jr restaurant on Mayjend Sungkono Street, Surabaya. Furthermore, the data collection technique employed purposive sampling. Accordingly, there were 96 respondents in the sample. Additionally, SPSS 25 for Windows was used for data analysis. Furthermore, based on hypothesis testing, it was concluded that product quality influenced consumers’ purchase intention regarding the Carl’s Jr Fast Food restaurant on Mayjend Sungkono Street, Surabaya. Likewise, price had a significant effect on consumers’ purchasing decisions regarding the Carl’s Jr fast-food restaurant on Mayjend Sungkono Street, Surabaya. Similarly, promotion had a significant effect on consumers’ purchase intention regarding the Carl’s Jr fast-food restaurant on Mayjend Sungkono Street, Surabaya. Correspondingly, brand image had a significant effect on consumers’ purchase intention regarding the Carl’s Jr fast-food restaurant on Mayjend Sungkono Street, Surabaya.