PENGARUH PERSEPSI KUALITAS, PERSEPSI HARGA DAN CITRA MEREK TERHADAP MINAT BELI (STUDI KONSUMEN DOMINO’S PIZZA KOTA MADIUN)

Abstract

Domino's pizza is a culinary company that develops fast food products. This study aims to provide partial evidence on purchase intention which is influenced by Perceived Quality, Perceived Price and Brand Image at Domino's pizza, Madiun City.This study uses a quantitative approach. The population in this study is unknown or infinity. This research method uses a quantitative approach using the lambeshow formula, resulting in 384 respondents. The sampling technique used is Simple Random Sampling. This research was conducted based on the results of observations which showed that there were several problems regarding Purchase Intention which were influenced by Perceived Quality, Perceived Price and Brand Image at Domino's pizza, Madiun City.The results of the study prove that Perceived Quality has a positive and significant effect on Purchase Intention. Price Perception has a positive and significant effect on Purchase Intention. Brand Image Has a positive and significant influence on Purchase Intention.