BRAND IMAGE, PRODUCT QUALITY, AND PRICE EFFECTS ON GETHUK GOLAN PURCHASE DECISION IN PONOROGO REGENCY

Adhilla Diesta Ayu Ardyana, Hendra Setiawan

Abstract


Gethuk Golan Tunggal Cara Beda Rasa is a legendary traditional culinary product in Ponorogo Regency that has survived for more than three decades, yet now faces challenges in sustaining purchase decisions amid competition from modern souvenirs and shifting digital consumer behavior. This study aims to analyze the partial effect of brand image, product quality, and price on the purchase decision of Gethuk Golan at UMKM Tunggal Cara Beda Rasa. A quantitative approach was used, with a sample of 384 respondents determined via the Lemeshow formula and purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with SPSS version 26. Results show that brand image, product quality, and price each have a positive and significant effect on purchase decisions, with price being the most dominant variable, followed by brand image and product quality. These three variables jointly explain part of the variation in purchase decisions, while the remainder is influenced by factors outside the model. The study suggests that the UMKM strengthen the authenticity narrative on packaging, maintain portion and quality consistency, and apply tiered pricing, while future researchers are advised to add other variables and broaden respondent coverage.

Keywords: Brand Image, Product Quality, Price, Purchase Decision


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