PENGARUH KUALITAS PRODUK, PERSEPSI HARGA, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK ROTI AOKA (STUDI PADA KONSUMEN ROTI AOKA DI KOTA SURAKARTA)

This research aims to determine the influence of product quality, price perception, and brand image on purchasing decisions for Aoka bread products in Surakarta City (Study of Aoka bread consumers in Surakarta City). This research uses quantitative methods and is descriptive in nature. Participants in this research are consumers who have purchased Aoka bread products in the Surakarta area which is divided into five sub-districts, namely Pasar Kliwon, Banjarsari, Serengan, Jebres, and Laweyan. The sample consisted of one hundred respondents. The accidental sampling technique is the sampling strategy used in this research.Research findings show the importance of brand perception, price perception, and product quality in influencing consumer purchasing decisions. A significance value of 0.000 < 0.05 and an Fcount value of 23.197 > Ftable 2.70 are used to determine the computational results. Of these three factors, brand image has a greater impact on the decision about what to buy. The brand image knowledge variable has a regression coefficient value of 0.528 with positive parameters. This shows that a positive brand image of Roti Aoka has a positive impact on purchases of 0.528, and a negative brand image will result in a decrease in the level of purchases of 0.528. Furthermore, the customized R square value is 0.402 and the calculated R square value is 0.420 Keywords: Poduct Quality, Proce Perception, Brnad Image, Purchase Dicision