The Effect of Location, Product Quality, and Perceived Price in Increasing Purchase Decision through Brand Image as the Mediator

The purpose of this research is to assess the impact of location, product quality, and price perception on purchasing decisions with brand image as a mediating variable at Tom Sushi. The population that the focus of this study is the visitors Tom Sushi selected as a source of relevant data. The study took a total sample of 260 individuals, using an accidental sampling approach as a selection methodology. Analytical approach utilizing PLS-SEM through SmartPLS 3.0 program. The findings show that location positively influences purchasing decisions and brand image. In addition, product quality also has a positive impact on purchasing decisions and brand image. On the other hand, price perception also has a positive influence on purchasing decisions and brand image. Although brand image does not have a positive and significant impact on purchasing decisions, it is recommended that brand image be used as a variable antecedent to purchasing decisions in subsequent studies.